PPC, the great strategy of boosting up your marketing efforts, is useless if you don’t have an appealing landing page. Attracting more and more clicks on your advertisement is the foremost purpose of a PPC campaign and transforming them into leads is the responsibility of your landing page.
A professionally designed landing page not only meets Google’s quality score but also impacts the AdRank, ad position and bidding cost of the ad campaign. Here is the checklist of the points to be remembered while designing the landing page for your PPC campaign.
1. Type of the Landing Page
There is no specific type of landing page there, but we can categorize it in two kinds- integrated with the main website and bespoke or stand-alone landing pages. While integrated landing pages work as part of website’s design and are effective in SEO of the website, these are not focused on conversion goals, initially.
In case of bespoke landing pages, these are more focused on lead generation and conversions, since these are specifically designed for the campaign. Stand-alone Landing pages may not help in SEO rank boost up but that is not the primary aim of your PPC campaign. The only drawback of bespoke landing page is it needs more efforts and resources but, it is more result-oriented.
Marketers have found a better solution for this dilemma. They use hybrid approach for designing landing page where an integrated landing page is designed as bespoke page and helps converting the leads. Even, on some websites, the homepage of the main website is used as PPC landing page.
2. Make Landing Pages Relevant to the PPC Ad
A person who clicks on a PPC ad is more intended to make a strong decision than general searchers. So, the landing page must meet their expectation and motivate them to make their purchase. For this, it is important that the ad has relevant text and images to the product/ services you are campaigning for. A relevant PPC ad can reduce the bounce rates and motivate viewers to make their decision in favor of the marketer.
3. Graphics and Images
The impact of the images and other graphic content like charts, statistics etc. is unexplainable. Usage of high quality images, videos without hampering the loading speed of the landing page is desired from the marketers. This is an area to test because different imagery can make a significant difference.
4. Removal of navigation options
To eliminate the distraction for the users, most of the marketers opt for removing the navigation from the page. That definitely is helpful in converting more leads into purchases but it leaves many of the visitors into dead-end. They need more information about the business but they have no way to go to it.
Thus, consider removing all the unnecessary navigation links first and reduce it to one or two options. For example – you can give navigation link only to homepage of main website and contact page.
5. Old Landing Pages
Often, landing pages are designed for short-term usage. You won’t want to show your audience an outdated offer page. So, use custom 404 error pages or 301 permanent redirect on the old landing pages for managing this situation.
6. Insertion of social proofs
In online marketing, social proofs work well in form of recommendations, reviews and testimonials. Trust marks and security logos are also quite helpful in maintaining the credibility of the brand. Thus, give place to them too on your landing page. Just remember one thing; social links must not distract the user’s attention from the main product.
7. Options for people who don’t want to buy or sign-up
There may be chances that someone visiting your landing page, does not want to make the purchase or sign-up immediately. In that case, marketers should provide options for them. You can add live-chat or newsletter signup or contact numbers for this type of visitors. To interest these people into your business you can provide path to other parts of your website.
8. Clear Call to Action
A clear call to action is quite helpful in converting the leads into business. For clear call to action, keep in mind the following tips:
- It should be easily visible or findable on the page.
- It should not be cluttered with lot of information
- It should look distinct in the middle of other text. Thus, use buttons, different color and fonts etc.
- It should be positioned at the most appealing place of the page.
- CTA should be big enough to stand out.
- The text of the CTA should be relevant and compelling that motivates the viewers to take that action.
9. Create mobile responsive landing page
More than 30% of the e-commerce sales in the US are, now-a-days, being made with mobile devices and you can’t leave that big part of your potential revenue unattended. Therefore, it is highly advised that you design mobile optimized landing pages. This not only reduces the page weight but also helps you connect to the bigger number of potential audience.
10. Measure, Experiment, and Improve
In almost all the PPC advertising campaigns, you can measure the success of your campaign with the help of certain tools. Measure the success of your landing page and based on that stat experiment with new features. If you get improved results with that, use the experiment as permanent improvement.
PPC is a great source of generating revenue quickly. That’s why marketers invest their money into PPC campaigns. Landing page is the core of any PPC campaign and must be dealt with great caution. Every marketer must follow the above checklist to make their landing pages successful in the crowd of several competing rivals.
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