If you are using Google Adwords or any other pay per click marketing there is one fundamental issue:
There is absolutely no point in spending money attracting people to your company’s website if your web pages aren’t doing their job properly!
A poorly researched and badly implemented pay per click (PPC) campaign coupled with ineffective landing pages will give you nothing but a high click cost, a non-existent Return on your Investment, and very few sales or leads. So stop wasting your precious time and money and turn your attention to the quality of your PPC campaigns and the effectiveness of your Landing Pages.
Below you will find our 3 top tips to improve your PPC campaign and landing pages that will help to improve your results and turn online visitors into paying customers:
1. Create a dedicated Landing Page
Strange as it might seem many people use the Home Page of their website as the landing page for their PPC campaign. Bringing your visitors to your Home Page means that they have to use your website navigation to find what they are looking for. How many people do you think will do that? Well not many actually – they are far more likely to press the back button and go elsewhere!
It is far more effective to create a dedicated landing page that is all about the keyword, product or service searched for by the visitor. It will show your customers exactly what they are looking for, hold their attention and will be far more likely to convert the visitor into a paying customer. Sure, A dedicated ‘conversion friendly’ landing page will cost you a few hundred pounds if you want it to be developed professionally, but it will certainly not cost you as much as the lost revenues you will suffer by not having one – let alone the click costs.
Do not fall into the trap of making your new landing page generic. Your landing page needs to be specific and focused on your PPC campaign. If you have a number of different Adgroups you need a dedicated Landing Page for each. With Paid Search marketing people will click on your ad because they are looking for something specific, be it a product or service. They have clicked on your ad because you are offering what they want, so take them to a page about what they want – and nothing else!
We have seen many instances where businesses have created a dedicated landing Page but it is confusing and disorganised and still fails to make it easy for the visitor to access the information they are looking for. With any marketing, be it online or traditional, your message needs to be crystal clear and state precisely what you are offering. You also need to ‘ask for the business’ by including calls to action so that your reader knows what to do next.
In summary, keep your landing page simple, focused, relevant, interesting and professional. Give consideration to what calls to action to include, the most appropriate navigation to use and also make the content easy to read.