Paid advertising is just one of the many strategies companies can use to drive traffic to their websites, serving many functions including generating sales and leads, as well as increasing brand awareness.
Depending on your desired goals and campaign types, there are various ways to make use of paid ads. Pay per click (PPC) adverts are one of the most viable options for leveraging online advertising, providing your lead generation funnel is set up properly. Specifically, you need to have an effective PPC landing page.
What is a PPC landing page?
A PPC landing page is the part of your website that visitors are directed to when they click on your paid ad. While some paid advertising examples might take people to products, companies that want to promote services usually include a few more steps to guide visitors through before they’re willing to make a purchase. A PPC landing page will build on the advert by providing additional selling points and will likely conclude with a CTA, such as contact details or a link to further information.
Your PPC landing pages will be specific to your business and product or service. However, there are some general aspects you should cover.
PPC landing page best practices
- Make sure the page is visually appealing
Your landing page shouldn’t be overwhelming for your visitors – at this stage in their buying journey, they’ll likely want to find out more about what you offer. Make sure your page includes some useful information, but it isn’t too dense with text. By extension, have a compelling headline and clear, focused content. Give them enough that they can move to the next stage in their journey, but not so much that they have no reason to contact you to discuss things further. - Be consistent
Perhaps most importantly, maintain the same tone and language that you used in the original paid ad. Your visitors shouldn’t be surprised by what they see – the landing page should be a clear continuation of your ad.Similarly, use the same font, design and visual elements as the ad. One of the main PPC advertising benefits is that your ads get in front of potential customers, who are then drawn in by your selling points. Don’t lose them on the landing page by making it something wildly different. - Ensure content is relevant
As with a different strategy, such as search engine optimisation, the content you put on your PPC landing page should actually be relevant for your potential customer. There’s little point in stuffing the page with information they won’t need. To avoid this, think about what brought the visitor to your page: what pain points might they have, what can your product or service do to solve this, etc. While visitors can be at different stages in their buying journey, it’s likely that they’ve clicked on your ad for more information, so give it to them. - Don’t underestimate the CTA
Your call-to-action is a vital element of your landing page. It’s what convinces visitors to move to the next step and that is essentially the point of the landing page. Come up with something compelling that interests your visitors. It doesn’t have to be straight to a sale. In fact, depending on what you sell, it might make more sense to get them to contact you to discuss their needs further. You could even test out a few different CTAs by setting up multiple landing pages. - Monitor what’s under the bonnet
As with any other website management, you need to keep an eye on your landing page’s functionality. There are 2 major elements to monitor: loading speed and mobile optimisation. A PPC landing page should load quickly to keep your visitors interested. A slow page will lead to people clicking off, which will be a waste of your money.Similarly, you should ensure your page is optimised for mobile, as 47% of UK internet traffic comes from mobile devices. Not having an optimised page will lead to lost ad revenue if your visitors consider it unusable.
Trust the experts
On the surface, PPC landing page best practices might seem fairly straightforward, but once you dig into the finer details, it can get incredibly complicated. For best results, it’s worth engaging with a marketing agency, such as Page1, who can establish the most lucrative approach to all your PPC endeavours. Call 01726 74161 to learn more.
