PPC ads allow companies to define a specific page visitors should land on when clicking an ad. While some businesses have their PPC ads link directly to a website homepage, this practice can result in lost conversions.
A PPC landing page is a single webpage that contains information directly related to the ad content. By directing PPC clicks to a landing page, rather than website homepages, conversions can increase. This process, in turn, improves ROI and ad quality scores.
While SEO is excellent for improving domain authority and overall website rank, PPC landing pages help businesses drive customers to specific conversions.
If a potential customer clicks an organic search results, they land on a typical site page. Though this page will contain relevant information to the search, regular website menus, links, buttons and banners are all present. Visitors spending time browsing through multiple website pages is a good thing when working on organic SEO — it reduces the bounce rate and helps to build brand value.
PPC ads are targeted campaigns that display a specific page at the top of relevant search queries. This form of advertising is ideal for increasing the speed and frequency with which a business appears in SERPs. PPC ads are also an excellent way to promote particular products and location-dependent services or capture leads.
By building out specific landing pages for PPC ad campaigns, it is possible to increase conversion rates by funneling clicks toward a call to action (CTA). Clickthrough visitors are kept engaged and focused on a specific product, offering or action.
Landing pages also enable the display of localized information when running PPC ads in a defined region. By narrowing in on a specific audience and focusing on a set goal, PPC landing pages can be a cost-effective, high-ROI way to generate business.
Landing pages should keep visitors’ attention directed toward completing a specific action. These actions may include purchasing a product, filling out a contact form or scheduling an appointment, among other outcomes. To appropriately direct visitor attention in the right direction, it’s essential to:
Choose an eye-catching hero image:
A hero image should be large and centrally positioned at or near the top of your landing page. This image must be relevant to the focus of the page, or visitors may be immediately confused upon clickthrough. Images should have a natural feel and not be an obvious generic stock choice. A professional landing page design company will help you find and develop on-brand images that engage visitors right away. Video content may work in certain applications.
Lead to a strong CTA:
The CTA, or call to action, of a landing page is what drives visitors to complete the final goal. A CTA should be clear and concise yet motivate the reader to take action — simply saying “click here” or “sign up” won’t always cut it. Experienced landing pag
Have a bold headline and subheads:
An attention-grabbing headline is as essential as a strong hero image for keeping visitors on the landing page. Headlines and subheads should actively work to push the reader to the desired page conversion goal. Search engine users are bombarded by information and make the decision to click, stay on, or leave a website in mere seconds. A great headline that hooks visitors’ attention is essential for improving conversion rates — approximately 90% of visitors who read the headline will also read the CTA.
Explain options, features and benefits:
Landing page content should lay out the available options or services and communicate clear features and benefits. It’s key to strike a balance between informative and wordy, or visitors will bounce from the page before reaching the CTA. As an experienced PPC landing page company, BlendIM will develop the ideal copy to promote landing page conversions.
Remove unnecessary menus:
By collapsing, hiding or removing your standard site menus, you can help to keep visitors’ attention on the current page. It eliminates the temptation to leave and click through to other parts of a website.
Show selected forms of “social proof”:
By showing a curated selection of reviews, testimonials and certifications, you can further enhance the perceived value of the brand, products and services on a PPC landing page. Your PPC landing page design company can assist in choosing the right reviews and metrics to display for maximum positive impact.
When clicking on a PPC ad leads to a website’s homepage or a general category page, visitors may not understand how the result is relevant to their search. Without making this immediate connection, visitors are more likely to leave the page and try their luck elsewhere.
Using a landing page further limits distractions that may pull the visitor into other parts of your website. It keeps the viewer focused on the conversion at hand, provides them with the information they need to make a decision, and increases the likelihood that they’ll close the deal.
Strong landing pages can also help to make PPC advertising even more cost-effective.
Google Ads accounts receive a ranking called a Quality Score. This score is calculated by Google and can involve:
As Google increases your ad account’s Quality Score, it becomes easier and more affordable to have your PPC ads appear in relevant search results.
BlendIM’s PPC Landing Pages are Custom Designed to Convert Paid Traffic which can Increase Your Conversion Rate Dramatically. BlendIM will Custom Design, Optimize, Implement and Test a PPC Landing Page Specific to Your Business Objectives.
Creating your own landing pages can be a time-consuming process that may lead to mixed results. PPC landing page design companies have teams of professionals experienced in creating and implementing high-converting landing pages. BlendIM’s experts can design and test landing pages to ensure your ad dollars go to the highest-converting options to maximize budgets. Join us for a consultation and let us show you how expert landing page design can improve your ad spend and increase conversions for your business.