How do PPC landing pages impact your campaigns?
When you create PPC ads, you need to create custom pages where people will “land” when they click your ads. You have the option to guide your audience to a page on your website, but most businesses make separate, custom landing pages that correspond to the PPC campaigns.
Landing pages help you provide your audience with valuable information that encourages them to convert. These pages are highly focused on one product or service — the product or service featured in your PPC ads. They serve to provide your audience with all the information they need to convert.
In fact, custom landing pages have a 65 percent higher conversion rate compared to more generic pages.
Landing pages keep your audience focused. Instead of getting distracted by other links, photos, and information on your site, your audience can focus on a specific product or service, helping you streamline the conversion process.
The relevance of your landing pages will also impact your PPC rankings and help you drive more relevant leads to your site.
What elements should I include on my landing page?
If you want to create effective PPC landing pages, you’ll want to include these elements:
- Strong contextual images: To engage customers and boost the effectiveness of your landing pages, it’s important to include visual elements. Visual elements should relate to the products or services you’re advertising. The general rule of thumb is to stick to one image or video per landing page to keep the focus clear.
- Strong headlines and subheadings: Site visitors see your headlines as soon as they arrive on your landing pages, and you want to create engaging headlines to capture their attention and keep them interested in your content.
- List of features and benefits: If you want to boost conversions on your landing pages, you need to list your products’ features and benefits. This helps you show your audience how your offerings meet their needs and why your business is the best option.
- Testimonials and social proof: PPC landing pages help you sell products and services. If you want to convince your audience that your business is the best choice, you’ll need to include testimonials and social proof to back up your claims.
- Call to action (CTA) buttons.Your CTAs are crucial for earning more conversions, and you’ll want to ensure that they are clear and concise to earn the best results.
These are just a few important elements you need to include on your PPC landing pages. Next, we’ll take a look at some additional tips for creating pages that convert.
10 tips for creating the best PPC landing pages for your budget
Are you ready to start creating landing pages that drive valuable results for your business? Here are ten tips to help you get started.
1. Showcase your unique selling points (USPs) in your heading
When leads arrive on your PPC landing pages, the first thing they see is the heading. If you want to make a strong first impression, you need to create interesting, engaging headlines that demonstrate how you add value for clients.
You need to show your audience why your business is the best choice as soon as they visit your pages. To do this, you can include your unique selling points (USPs) in your heading. This immediately shows your audience the value in choosing your business.
In addition, it will encourage them to remain on your page and learn more about your offerings.
2. Keep information clear and concise
While it’s tempting to go into great detail about your products and services, you’ll want to keep the info on your landing pages clear, concise, and easily digestible. In other words, you don’t want to bog down your pages (and your audience) with too much information.
To drive the best results with your landing pages, provide your audience with the most relevant information. Think about information that would convince them to convert or reaffirm their decision to choose your business. This will identify and highlight info that is most important to your audience without going into too much detail.
After you identify valuable information, you’ll want to organize it on your landing pages. For example, limiting paragraphs to 2-3 sentences and using bulleted lists can help your audience grasp key information and encourage them to spend more time on your site.
3. Create content that is relevant to your ads
If you want to create effective PPC landing pages, you need to ensure that the page copy relates to the copy in your PPC ads. When people click your ads, they want to see additional, relevant information on your PPC landing pages.
Imagine that you own a flower shop. Someone searches for “flower shops with wedding flower arrangements.” Your PPC listing appears at the top of the results, and the searcher clicks on it.
To their surprise, your landing page focuses on flower arrangements for funerals. It isn’t pertinent to their search at all.
This is why it is important to match your landing page copy to your PPC ads. If people are searching for wedding flower arrangements, they expect to see information that details your wedding flower packages — not information pertaining to other products you offer.
Relevant ad copy will help your ads perform better in search results, and it allows you to provide people with the information they need to convert.
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4. Put important information above the fold
When you design your PPC landing pages, you’ll want to put the most important information above the fold. When leads click on your ads and arrive on your landing pages, you want to immediately capture their interest by providing them with relevant, helpful information at the top of the pages.
This is crucial if people don’t read to the bottom of your landing pages. Putting valuable information first can help you immediately convince your audience to convert. If you put less relevant information first, they may lose interest and move on to a different business.
5. Keep forms simple
If you include forms on your landing pages, keep them simple. Many businesses include forms, like email sign-up forms, to help them capture key information from leads.
Your audience doesn’t want to spend a lot of time filling out forms, so you’ll want to keep them short and sweet to maximize submissions.
Often times, simple forms require visitors to enter a name, email address, and phone number. Then, you can follow up with leads and capture other information as they move further down the sales funnel.
Simplifying your forms can help you get more from your PPC landing pages and allow you to obtain more valuable leads for your business.
6. Use larger font
Your audience must be able to read your landing pages on mobile and desktop. When you’re planning out the design of your pages, you need to make the font readable if you want your audience to remain on the landing page.
In general, you’ll want to stick to 16 pt. font on your PPC landing pages. You can adjust your font size as needed, depending on the amount of information you have on your landing page. It’s also important to test your font sizes to ensure they are all readable on different devices.
You’ll want to keep your font sizes consistent across your landing pages too. To maintain cohesiveness, consider using a set font size for your headings, subheadings, and body text.
7. Include trust signals
Your PPC landing pages provide you with valuable opportunities to boost conversions for your business. You want to them that your business is the right choice. By including trust signals, you’ll help reaffirm their decision to choose your business.
So, what are trust signals?
- Testimonials/Reviews: These are opinions from people who have used your products or services. With 92 percent of people trusting recommendations from other people more than brand ads, testimonials and reviews can have a huge impact on how your audience perceives your business.
- Awards: Showcasing your awards is a great way to demonstrate to leads that you’re capable of driving impressive results. If people attest to the positive results you have earned them, it boosts confidence in your company and can help you build trust with leads.
- Guarantees: If you offer any guarantees, like free trials or money-back guarantees, you want to put those in your landing page. People want to feel confident about buying your products or investing in your services. By stating your guarantees, people feel more comfortable choosing your business.
These are just a few signals that help you build trust with your audience. Including these on your PPC landing pages will encourage more people to choose your company over competitors.
8. Use visuals
Visuals play a large role in the success of your landing pages. They help break up the text and create points of interest. If you want to have the best PPC landing pages, you must include relevant visuals.
The number of visuals you add will depend on the size of your pages. You don’t want to have five large images on a short landing page because they will clog it up and make it appear messy.
You want to create visually-appealing landing pages to keep your audience engaged on your site, and these elements can direct attention to important information.
Rely on high-quality images that are original to your business. Don’t use stock photos, as they won’t give your landing pages an authentic feel.
9. Use clear CTAs
CTAs are arguably the most important elements on your landing pages. If you want your audience to act, you must guide them to the next step. CTA buttons help direct your audience what to do next.
If you want to create the best PPC landing pages, you must make your CTA buttons stand out on the pages. This ensures that your audience can easily find them when they’re ready to take the next step.
You’ll also want to make your CTAs specific. Don’t just say “click here,” because this doesn’t entice your audience to act. You want to tell them exactly what happens if they click on the button.
Let’s say you’re trying to get people to download a free sample of your cookbook to entice them to buy the entire book. Instead of having a button that says, “Download Now,” it would be more enticing to say, “Claim your four free recipes.”
With the second CTA, your audience knows exactly what happens if they click on the button, and the text encourages them to take action.
10. Test your landing pages
The first landing page you put out won’t always be the best version. That’s why it’s important to constantly test your landing pages to ensure they’re driving the best results for your audience.
Conducting A/B testing ensures that you put out the best version of your landing pages. When you conduct A/B testing, you will only test one element at a time. This ensures that you get pure results and can see how the changes impact your audience.
You can test numerous things on your page. Common elements include text size, CTA button color, and images. These are all elements that impact how your audience perceives your business and their decision to buy.
Testing is crucial if you want to publish the best possible landing pages that drive better results for your business.