Creating landing pages for paid ad campaigns is more challenging than it may seem. While the design aesthetic is crucial, if you are not strategic about the information included on these landing pages, you may be spinning your wheels, wasting time and money.
If you want to ensure your pay-per-click landing pages are useful, you must follow the industry standards and best practices. Keep reading to learn what these are.
What Is the PPC Landing Page?
PPC landing pages are different than traditional landing pages. Unlike traditional website landing pages, the PPC page is only displayed if a user has clicked on one of your paid ads. What this means is that pages that are designed for PPC campaigns are entirely hidden from search engines and are only seen with a PPC ad click.
How to Create Solid PPC Landing Pages
Now that you understand what a PPC landing page is, it is time to find out how to create a solid page that will help encourage consumers to convert.
The Page Title
The PPC landing page title should match the ad copy that encouraged a person to click on the ad, to begin with. If there is any type of disconnect between the page title and the ad copy, visitors will probably bounce away immediately.
When you are creating a PPC landing page title, make sure it is simple but informative. People who see it should understand the idea of the landing page just by seeing the title.
Clear Headlines and Quality Copy
Don’t waste your time creating a detailed copy of the services or products you offer. When you keep your headline and copy short and to the point, it will be more effective. Users should be able to scan your headlines easily while finding the information they are looking for.
If you don’t know how to optimize your landing page for scanners, now is the time to learn how to do this.
Now is the time for you to leverage the best testimonials, client logos, notable press mentions, and any positive reviews. Another way you can show your brand’s trustworthiness is to highlight any certifications that may resonate with your target audience. Regardless of what they may be, adding a trust indicator to your PPC landing page is an effective way to show your visitors how dedicated you are to your customers. It will also help to reinforce your expertise.
Remember, trust can make or break any sale. If customers don’t trust you, they won’t buy from you.
Use a Clear Call to Action
Having a clear CTA is essential for your PPC landing page. You can’t make your CTA copy vague. Make it clear what you want a visitor to do next.
Making the Most of Your PPC Landing Pages
PPC advertising can be an effective way to get more people to your site and interested in your product than organic traffic alone. However, you have to make sure your landing pages create a compelling case for visitors to buy. Keep the tips here in mind and consider working with the pros to ensure you achieve these results.