Pay-per-click (PPC) advertising has numerous benefits. It generates leads much faster than your standard SEO campaign. It is measurable and available in several marketing channels like Google Search, Google Ads, and social media platforms like Facebook and Twitter.
It is also available to all. Whether you represent a large corporation or a small business owner in Denver, PPC advertising can increase your leads and help pad your bottom line. Although there are ad budgets to contend with, PPC allows small players to compete with the bigger companies if they wish.
We could go on and on about its benefits, but they all boil down to one thing: conversions.
A website earns a conversion when a visitor completes an action that follows the page’s desired goal. Conversions can be:
- A subscription
- A click-through
- An opt-in
- A website visit
- A social media follow or engagement
All these conversions matter, but the ones that end in a sale are the best because they ensure returns on advertising spend. A landing page will be helpful in securing these profitable conversions.
Landing Pages: The Basics
A landing page is where people go to after clicking your PPC search or banner ad. Ideally, a landing page would mirror the objective of the advertisement or provide what the ad says the visitor will get after clicking on the link.
In a nutshell, the landing page satisfies the promise of the PPC ad. It is the final stage of leads acquisition. It’s not an exaggeration to say that the success of a PPC campaign hinges on the effectiveness of the landing page. It’s critical, therefore, to design a landing page that will entice visitors to convert.
Layout and Content Must Meet Your Goals
It is frustrating for Internet users to follow a promising link only to find out down the line that the website they landed on doesn’t live up to its promise. Consider this scenario:
A person is putting together a vacation itinerary and is scouring the Internet for must-visit tourist spots in the Caribbean. Thanks to cookie technology, he finds an ad in a travel website that offers a 10% discount at a hotel in the area he plans to visit. The offer entices him, so he clicks on the ad. It redirects him to the hotel’s website, but there’s nothing on the page about claiming a discounted rate. Disheartened, he exits the page and continues researching elsewhere.
This is a classic example of a landing page that’s not maximized for PPC. The hotel gets charged for the ad click, but it misses out on a potential booking because it failed to deliver what it promised on its ad. Similarly, businesses could waste their advertising budget if their PPC ads lead to a webpage that fails to satisfy.
Landing pages have many elements, but focusing on two areas will help you increase its conversion potential.
- Content – Produce text, graphic, or video content that mirrors your ad. To make it compelling to your target audience, consider their perspective and identify at which stage of the conversion funnel they are. Are they still looking for information about your product or service? Provide information on the landing page. Are they in the consideration stage and are ready to buy? Offer an incentive or provide an irresistible value proposition. Lastly, add convincing CTAs to your copy.
- Layout – The way you present your content matters. Avoid cramming the page with too much content; text, images, and videos that support your PPC ad will do. Use white spaces wisely and design a layout that will draw a visitor’s eyes to the CTA buttons naturally.
When people click on a PPC ad, they’re entering the first stages of the conversion funnel. As a business owner or marketing officer, you need to help them progress to the next steps of the sales process to get returns on your marketing budget.
Third Stage Marketing can help you produce a landing page that does just that. Get in touch and let’s talk.