A landing page is the webpage your customer sees upon clicking your PPC ad. These pages, catered to specific PPC ads, are proven to boost click-throughs and conversion rates. Read on to learn how to best utilize landing pages in your PPC campaigns.
There’s more to PPC advertising than keywords, bidding and writing. While these are all important steps to entice users to click your ads, you also need to consider what you want them to do afterward. This is where landing pages come in.
Think of a landing page as the place you’re sending a user from your PPC ad. This page is vital to your success as it shows people whether or not they’re in the right place and have found the information they’re looking for.
In other words, landing pages increase conversion rates. Additionally, the relevancy of your landing pages to certain keywords directly affects your Quality Score, which impacts your cost per click and ad placement. With this level of importance, it becomes clear that you don’t want to send each visitor to your homepage.
If you don’t have the time, budget or energy to create custom landing pages for various ad groups, consider sending potential customers to specific product or category pages within your online store. When someone searches for “stylish khaki pants,” it’s a natural step to place a visitor on your category page for khaki pants.
When deciding on landing pages, consider where searchers are in the buying cycle. This is accomplished by analyzing which keywords are being used. When someone searches for “what are khaki pants,” you know that they’re not ready to buy, so sending them to a content page would be appropriate. Yet if someone searches for “buy khaki pants,” sending them to a specific product page makes sense since the customer likely has their credit card in hand.
Take a look at some additional tips to optimize your landing pages for higher conversions:
- Have a clear, direct call to action
- Include keywords within the copy of your landing page
- Incorporate branding elements from your website
- Offer special promotions on the landing page
And like your ad copy, testing your landing pages provides you with insights as to which tactics work and which don’t. You’ll be surprised by how searchers react to your landing pages. Sometimes what your team feels is the right decision doesn’t perform as you hoped. Thus, make various versions of your landing pages and test them against each other – it’s well worth the effort.
-Matt Winn, Online Communications Specialist, Volusion
Learn PPC One Step at a Time Series
Part One: What’s the Difference Between PPC and SEO?
Part Two: How PPC Works with Search Engines
Part Three: The Best Keywords for Your PPC Campaigns
Part Four: How to Save Serious Bucks on PPC Bidding
Part Five: How to Write PPC Ads That Convert
Part Six: How to Use Landing Pages for an Instant PPC Boost