A landing page is the backbone of any online business. It’s the first thing people see after they clicked on your PPC ad, and it could be the most powerful weapon in your marketing arsenal.
When visitors head over your landing page, you just have a few seconds to entice them to take the desired action.
You can’t just throw a random landing page online, send traffic to it, and expect it to work best for you.
It’s doesn’t work that way.
If you don’t know the necessary elements, then your landing page won’t reach its maximum performance.
In this article, I’m going to cover how to optimize your PPC landing page.
Is a stand-alone web page distinct from your website designed to convert casual visitors into leads or customers right after they click on the advertisement?
The PPC landing page is different than your homepage.
The homepage t has many purposes such as informing visitors about your, brand, new content and services. Also, it’s designed to grab visitor’s attention and leave a good impression with great visuals and appealing design.
The PPC landing page has only one goal: Convince new visitors to give their information in exchange for something like a Product demo, free incentive or newsletter.
Or simply complete a purchase.
Usually, a PPC landing page has not many options, which forces the users to focus on the promise, form, and call to action.
The simplicity and clarity of a dedicated PPC landing page make it a huge asset to making the most return from paid ads.
According to a study made by Inbounce, a dedicated landing page converts 65% higher than general website pages.
If you want to get the most conversion from your ads spend, you need first to make your PPC ads right.
Let’s start with the basic elements.
As an advertiser, you need to do anything to get people to click on your ads. Also, you have a limited space to craft a compelling headline and ad copy to grab the user’s attention. To do that have to avoid all the blah blah, get to the point and make the life of your audience easier.
An excellent way to do that is to make your PPC ad super specific by including numbers and statistics.
Brian Clark wrote a good article about the power of specificity in copywriting.
People respond well to experimental evidence because it demonstrates trust and authority.
This ad is super-specific.
It tells you right away in the headline you can expect to pay $ 15.95 per translated page.
Using a clear statement in your ad copy plants a seed of credibility and trustworthiness in the mind user’s mind. Also, this approach creates a deep connection between the offer and the desired result.
If you want your ad to stand out, use data, numbers, and quantitative statements.
Before you start writing your PPC ad, you need to think about user intent first. You should never make the mistake to talk about the features of your product on the ad.
If you’re doing this, you should stop right now.
Whenever a user heads over an ad, the first thought that crosses its mind “What’s in for me?”
Get clear about who you want to target, the problem your audience is trying to solve and how they will benefit from your products and services.
This gives a clear idea of how you can craft a compelling ad.
I know from experience that it can be tricky to write an ad without mentioning the features. Resist that temptation and focus on the benefits of your offer like in the following examples.
The purpose of running a PPC ad is to convince potential customers with your offer and command them to take action.
A call to action can be a critical factor in your ad copy performance. This is where you have to convince users to click on your ad and move to the next step.
One of the most obvious examples are:
While many advertisers recommend avoiding these traditional CTAs, it all depends on what your potential customers want and it’s better than no CTA at all.
Some CTAs tend to convert better than others, and it’s your job to test different Call-To-Actions to identify which one converts the best.
Other elements such as dynamic keyword insertion, split testing, and proper grammar can significantly affect the performance of your ad.
However, the three elements I’ve mentioned are the building blocks of a great PPC ad copy.
It’s hard to predict the success of any ad copy, especially if it’s a new one. When it comes to advertising you should never rely on your intuition, and often the copy you thought would win end up losing.
So test different versions for the same ad until you find the right one that brings the results you’re looking for.
Have ever seen a great movie trailer that knocks your socks off, only to feel disappointed after watching the movie.
If you’re a movie fan like me, I bet you felt that too. A great trailer and a great movie are completely different things.
Probably, you’re wondering what all of that has to do with the PPC ad and landing page.
Your landing page is like a movie, you can’t afford to make your audience disappointed. When the landing page messaging is closely related to the ad, it’s called a message match.
A message match is when PPC ad elements such as headline, phrasing, visuals, and call to action align perfectly with the landing page.
This example demonstrates a bad message match.
Look how the landing page is different from the PPC ad.
The message of your content has to reinforce what you’ve promised in the ad and never let the visitors confused between the ad message and the landing page.
This is the right message match.
Confused users can never make a decision.
When your landing page delivers what promised on the ad, it’s a win-win situation. Not only it makes the life of your audience easier, but also increases the conversion rate, which can lead to higher ROI.
According to a case study made by MOZ, using the right message to the right audience across the ad and landing page can potentially lift the conversion rate by 200%
Also, it will significantly decrease the Cost-Per-Click which results in better placement and quality score.
When it comes to landing page conversion, message match is a big deal and to assure your success, you have to make it right.
Keep the user intent in mind.
Make the ad headline, copy, and call to action are closely related to the landing page.
Make your landing page focused on the conversion.
Why everyone should buy from you instead of from your competitors?
Your answers might be “ Because it’s a good product”, “ I provide an actionable solution” or “ It’s valuable as any product available”
All of these answers are good.
But if you want to make your PPC landing page more compelling and convince strangers with your offer, you need to take a step further.
You can do that by creating a Unique Selling Proposition.
A USP is one of the strongest elements of any successful landing page. If you’re not familiar with USP, it’s a specific statement that convinces your audience to get your stuff and explains why you’re better than your competitors.
It’s not your social proof, experience, or services. It’s a mindset, a way to do business and a reason to exist.
Not only a USP can be a great branding tool for your business, but it reminds your audience that you have a unique trait worth remembering.
Creating a USP can be tricky at first, but it’s worth the investment. While USP is important, you don’t have to waste all your time on it if you didn’t come up with a good one.
Here are some steps and examples to come up with a good one.
Define your ideal customers: This step requires some effort and deep analysis of your niche, target audience, and competition. In this, you should have a clear idea about the pain points of your ideal customer and how your product is going to solve their problems.
Also, what influences their buying decision and how you can make yourself better than your competitors.
I’m going to assume you have done this already.
The second step is
Make a promise: Based on some of the elements mentioned in the first step, you can craft a short statement that highlights your unique traits and outstanding aspects.
If you find it hard to create a good one, this article provides actionable steps.
You’ve put a lot of effort on your creating a good landing, and it’s ready to go online. Now, it’s time to place a PPC ad and send traffic to it. Right?
It doesn’t matter how much you love it, or how great you think it is. You need to step back and ask yourself this question from a neutral eye.
Does my landing page is conversion-focused?
When you create a landing page, it’s easy to add unnecessary elements that you think may help the performance of the page.
Too much information isn’t a bad thing, but it can be distracting and confusing for your visitors.
Also, it hides the important elements such as USP, sign up form, and call to action.
So make sure to eliminate all the elements you think aren’t supporting the main objective of your landing page.
When it comes to creating CTA for your landing, you have to select wisely the wording you use in the copy.
The language you use in the copy has to be clear, descriptive and benefit-oriented.
Avoid words like:
While these types of CTAs may work, but they aren’t benefit-oriented. They aren’t clear what users will get if they take action. A benefit-oriented CTA can reinforce their conviction that your offer is worth the investment.
Instead, use words like:
If you don’t have to be a great web designer to create a decent PPC landing page. Professional doesn’t equal perfectionist, and it’s just a simple way to say how good your landing page copy represent your services and brand.
You can use Images, videos, an infographic that demonstrate what your offer is about.
The purpose of design has to make your USP, the benefits of your offer, and CTA stands out on the page.
Once you’ve put all the elements necessary on your landing page and launch your PPC ad campaign, it’s time to start tracking the performance of your page.
Create multiple versions for the same landing page with different headlines, CTA, and colors. Then, figure out which one is driving the best results. A/B split testing a must if you want to improve the landing page’s success.
Crafting a dedicated PPC landing page requires some work, but worth it. Other practices work too like including trust symbols, increasing loading speed, and optimizing for mobile. But, I just outlined the core elements of a successful PPC landing to get started with.