What is the importance of landing page optimisation for PPC?
Have you started using a pay per click (PPC) campaign and it's working, yet you still are not seeing the results you were hoping for? Most advertisers will discover, over time, that paid traffic that points to a generic web page, such as your home page, do not provide the conversions you expected. This is because your visitors cannot find what they were searching for on a generic page, resulting in a higher bounce rate.
Your landing pages are the most important part of any successful PPC campaign, guiding users from your advert to a page that focuses on a goal or objective. While linking to your website is fine, you need to decide where to direct your visitors, providing them with the information that your advert displayed. Linking your PPC advert to a generic page rather than a specific landing page is a complete waste of your time and your visitors time.
When visitors click through from your ad to a relevant landing page, they are provided with the information as promised, providing them with a smooth path to conversion. You will find that your conversion rates can increase considerably by directing your visitors to a specific PPC landing page.
It is imperative to ensure that each of your pay per click adverts has a specific landing page to:
Tips to Creating Landing Pages Optimised for PPC
Landing pages are a small part of a larger puzzle, but there is a lot of moving parts that need to be managed effectively. Some are more important than others. Ensuring you cover all aspects, your landing page is to be optimised to generate leads.
Use action orientated language that gets your customers attention when creating headings. You wan to entice your visitors to click and flow through the process.
Use a sub header as an extension of your headline. It should be interesting and exciting enough to entice visitors to fill out a form. This should include your keywords, relevant to your content.
This information should be there if they need it. The headline and sub header should explain everything clearly enough. This text should be formatted,making it easy to read.
Optimise the Page Title Through to the URL
As you would for SEO, you need to optimise your content, page titles, URL, meta description, and other elements.
People like to see what they are getting when they provide their personal details. Show them with an image. Be sure to add relevant alt-text for your images, ensuring that Google provides the right image based on the users search query.
Personalisation is important when it comes to customising your lead capture form. For high quality leads, make an extensive lead capture form. Consider progressive profiling, showing new form fields for returning visitors, reducing the need for them to refill in the form, providing them with a smooth experience.
Inbound marketing needs to be humanised, ensuring each submission is ended with a thank you along with an email to follow up with the user after they download the resource.
As you can see from the above, landing page optimisation is essential to your PPC campaign. It does require a lot of time, energy, and dedication to get your PPC campaign off the ground and achieving the results you want. Our expert team at Genie Crawl are here to assist you through your PPC advertising experience. Contact us now to find out more.
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