What to Include on a PPC Landing Page
Expert Tips For PPC Landing Pages
Pay-Per-Click (PPC) advertising is a must in today’s day and age, especially on Google. With Google’s algorithm constantly changing, you simply can’t rely on organic traffic alone to give you the leads or sales your company needs.
For this reason, many companies like yours use PPC digital marketing platforms like Google to promote their business. But creating a compelling ad for Google – even if it has a high clickthrough rate – simply isn’t enough. You need optimized PPC landing pages for your PPC ads to make sure you get the desired 1:1 conversion ratio for every person who clicks your PPC ad.
Continue reading to learn what we as a digital marketing agency suggest every PPC landing page contains, including what it shouldn’t have.
Our Digital Marketing Agencies PPC Landing Page Must-Haves
As a digital marketing agency that has helped several businesses create PPC landing pages, here are our recommendations for your own pages:
- PPC Landing Pages Need Their Messages to Match Their Ads
When a web searcher clicks on your PPC ad, you’ve already got them interested and engaged at the messaging you used in your ad. To get them to convert to a lead or a sale, you need to make sure your PPC landing page’s message matches that of the ad that enticed the web searcher, to begin with. Your PPC ads should never direct web searchers to your homepage or another page on your website, but rather a specially designed PPC landing page that contains the exact same messaging as the ads that directed them there.
- Don’t Include Links to Other Pages on Your Website
The goal of every PPC landing page is to get the person on the page to convert to either a lead or sale, depending on what your call to action (CTA) is. To make sure this happens, you don’t want to link to any other pages or materials on your website that could cause your PPC ad to lead to a bounce.
- Make Sure Your PPC Landing Pages Have Impactful Headlines
One of the tenets of digital marketing is to use words wisely. You want the headline – which will be the first thing your PPC ad lead sees when they are directed to your PPC landing page – to be impactful. Remember to use message matching, and when it makes sense, use action words to keep your lead captivated on your product or service.
- Add a Tagline That Supports Your Main Message
A tagline is your opportunity to add more messaging about the benefits your product, service, or brand can offer your PPC ad leads. Taglines should be succinct, but meaningful. It is okay, however, for your tagline to have slightly more text than your PPC landing page headline.
- List Out Your Product’s or Service’s – Not Just Its Features
While it’s important to include product or service details or technical specifications, you need to write this information in an engaging way. Our advice is to list them as benefits, and not just features.
For example, if you’re creating a PPC landing page for a 60” TV, don’t just list “60-inch TV” as a bullet on your page. Instead, use impactful copy that conveys the benefit of the TV size, such as “Large 60-inch TV that lets you see your favourite shows and sports in full detail.”
- Show Symbols of Trust
Since your PPC ad lead is a paid lead, it’s pretty safe for you to assume that he or she wasn’t thinking of your brand, product, or service when entering his or her web search. Your PPC ad lead was looking for options and recommendations and may have never even heard of your business before. For this reason, it’s important that every PPC landing page includes symbols of trust, such as:
- Security symbols, such as from McAfee, if you sell a software application.
- Customer logos, especially from customers recognizable in your industry niche or household names, if you can get permission to use them.
- Testimonials from happy customers – just make sure to keep them short and sweet. Long, paragraph-form testimonials may be easily skimmed over for PPC ad leads.
- Award badges for any award your company has won, such as from professional organizations and publications.
- Membership badges, if your company belongs to any industry-recognizable professional organizations.
- Certification badges, which are especially important for service-based industries.
- A free trial if you offer a software product.
- Press mentions, especially in mainstream or leading industry publications and websites.
- Make Sure You Have a Clear CTA
Every PPC landing page needs a CTA. It’s well known in digital marketing that PPC ad leads are more likely to take the next step when they are asked to do so. You need to keep this message clear, though. Don’t have multiple CTAs, but just one. Depending on the product or service you offer, your CTA may be to make a purchase, download a trial, download a lead magnet like a whitepaper, or something else.
- All PPC Landing Pages Need a Lead Capture Form
If a PPC ad leads lands on your page – and even follows through on your CTA – you’re doing yourself a major disservice if you don’t have a lead capture form on your PPC landing page. A lead capture form allows you to identify the person who has come to your page, obtain his or her contact information, and add him or her into your marketing funnel for either remarketing if the lead didn’t convert or to send supplemental or support materials such as emails about your product or service.
- All PPC Landing Pages Need a Compelling Image of Your Product in Action, or the Conveying the Benefits of Your Service
People are visual, and you need to appeal to your PPC ad leads’ desires for images on your PPC landing pages. If you’re promoting a product, then choosing an image is typically easier. You want to include an image of your product in action, especially showing it offering a benefit, if possible.
If you are a service-based industry, you want your PPC landing page image to trigger positive emotions related to your brand. Think about the types of images you typically see on a financial institution’s website, for example. Since most people are managing their finances for the benefit of their family’s well-being and future, banks’ websites often contain images of families, especially with young children, to elicit an emotional response from the webpage viewer.
We Can Help You With Your Digital Marketing Needs
As a full-service digital marketing agency, we’ve helped several brands create PPC ad campaigns and PPC landing pages that have matched messages. If you need help creating PPC landing pages to get PPC ad leads to convert, we’re here to help. Simply contact us at (214) 295-5845, firstname.lastname@example.org, or fill out our online contact form.
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