Pay-per-click (PPC) advertising has been one of the most effective promotional tools for digital marketers for more than two decades. It enables marketers to maximize their budget by only paying when someone clicks on their advertisements.
PPC advertising gives marketers a dependable and simple way to guide qualified leads to their company websites, whether their ads appear in Google search results or as display ads on a website.
Yet, while several firms have recognized the benefits of conducting PPC campaigns, too few understand how drastically their campaigns are aided by custom-made PPC landing pages. A well-designed PPC landing page has a significant effect on the success of your PPC campaign, as we'll see further in the article.
To increase more leads and sales for your company, we'll show you how to build a fully optimized PPC landing page in this article. We'll start by examining why a PPC landing page is needed, then examine the stages you should go through while creating one, and finally examine some exceptional examples of high-quality landing pages.
After clicking on a PPC ad, visitors land on a PPC landing page, which is a purpose-designed web page. Its purpose is singular: to persuade individuals to change, whether by signing up for a newsletter, registering for an event, or purchasing a product.
So why invest money developing a landing page to serve your PPC campaigns, especially if you're doing it yourself? After all, couldn't a normal web page do the job just as well as a homepage or product page?
Instead of directing your paid traffic to one of your pre-existing web pages, building a dedicated PPC landing page takes a little more time and effort. Yet, the effort required to construct a custom landing page is typically worth it. Here's why:
Higher conversion rates are typically achieved with dedicated landing pages than generic pages. A lead magnet on a bespoke landing page will typically result in an 8% to 20% conversion rate, compared to 1% to 3% when put on a homepage, based on our research and experience.
This is because it's so simple. When a person clicks on a PPC ad, the sole intention of a focused landing page is to elaborate on whatever topic drew their attention. It's a commercial that has been stretched out. In addition, a PPC landing page is laser-focused on converting the visitor, unlike a regular web page, which includes unrelated distractions (like a navigation bar or links to other content on the site).
By directing your paid traffic to a generic page (or, more likely, a poorly designed PPC landing page), you'll jeopardize your campaign by leaking valuable leads. If a possible source lands on a page that is clunky, perplexing, or simply peripherally connected to the ad they clicked on, they're likely to click away without hesitation.
The positive influence that creating high-quality landing pages for your PPC campaigns has on your Google Ads Quality Score is another major benefit.
The Quality Score is a number that compares the quality of your campaign to that of your rivals for a given keyword. Your cost-per-click (CPC) will tend to be lower the higher your Quality Score. One of Google's three factors in determining your Quality Score is the landing page experience. Your score will be better if your landing page is more relevant to your ad.
As a result, an optimized PPC landing page may lower the cost per click of your ad, giving you a higher return on your advertising investment.
Let's discuss how to develop a PPC landing page now that you understand why they're so essential for paid search campaigns.
Creating an effective, beautifully designed landing page no longer requires the services of a web developer. Landing page builders nowadays are sleek, customizable, and simple to utilize, allowing you to build first-class landing pages in a matter of minutes.
As we've seen before, the content within a focused landing page expands on what was in the ad that the visitor selected, which is one of the primary reasons why it outperforms a general page.
Therefore, make sure that the information on your PPC landing page matches the promises left by your ad. At worst, your visitors will feel misled and deceived if the messaging between your ad and landing page is contradictory. The headline, keywords, and CTA of your ad must all be in line with those on your landing page in order for your ad to be successful.
Assume you have your PPC ad appear in Google when users search the term "gaming pc bundle 16 ram," for example, and you're constructing a landing page to sell such a bundle. It makes sense to use an equivalent level of technical lingo on your landing page because any person looking for this term will likely have a higher-than-average understanding of gaming PC specifications.
Providing direct proof in the form of social proof is the most reliable technique to increase your credibility.
Trust signals include customer reviews, visual testimonials, accreditations, trust seals, a "who we've worked with" section, and payment assurance. They're all great examples of how you may eliminate any concerns visitors may have about you.
A visitor's interest in your company will, of course, be impacted by the page's overall quality and functionality. So, keep it clean and professional-looking.
Showcase the fact that your offer is only available for a limited period of time if you want to persuade your landing page visitors to take action right now. The fear of missing out on a good deal will frequently nudge consumers to convert. Indeed, increasing landing page conversions by up to 30% may be achieved by amplifying the sense of urgency.
Nothing beats an on-page countdown timer when it comes to causing urgency on a PPC landing page. The clock is a constant visual reminder that your window to redeem on your offer is closing, which may be helpful in encouraging people to make up their minds.
You may add a countdown clock to any page that doesn't have one by using the Countdown Widget, which is included in many of the Lead pages landing page templates.
A sluggish webpage load time is something that annoys the majority of internet users today. In reality, when the loading time increases from 1 to 3 seconds, users are 32% more likely to leave a page, according to Google.
As a result, keep your page loading speed to a bare minimum. You can also speed up your load times by compressing image files, removing unneeded plugins, and reducing redirects while Leadpages is already ahead of the curve when it comes to landing page speed.
Google's free-to-use PageSpeed Insights tool can help you find more ways to improve your page load time.
It's critically important that your PPC landing page looks and performs just as well on mobile devices as it does on desktop computers, with smartphones accounting for over half of all internet traffic and roughly 54% of e-commerce sales.
Fortunately, thanks to Leadpages' mobile-responsive design, your viewers' devices will automatically change when browsing.
There is no substitute for testing your landing page to find out what works best, even if you follow all of the best practices.
Monitor your analytics closely after your PPC landing page is live in order to find any areas for improvement. You may alternatively create two distinct versions of your landing page and conduct a split test to discover which version is better. The best way to boost conversions is through this iterative approach to PPC landing page creation.
See our beginner's guide to A/B testing for more information on how to run split tests on landing pages.
PPC advertising is without a doubt one of the most powerful tools for identifying highly-qualified prospects for your company. However, you must utilize the power of PPC landing pages in order to give your campaigns the last opportunity at victory.
We believe that the guidance provided in this article will encourage you to start using unique landing pages into your own PPC campaigns.
HIRE A DIGITAL STRATEGIST Get a FREE Assessment Report