Landing pages are very important tools in your SEO and PPC campaigns.
PPC stands for pay-per-click, a model of internet marketing in which advertisers pay a fee each time one of their ads is clicked. Essentially, it’s a way of buying visits to your site, rather than attempting to “earn” those visits organically.
Conducting PPC marketing through Google Ads is particularly valuable because, as the most popular search engine, Google gets massive amounts of traffic and therefore delivers the most impressions and clicks to your ads. How often your PPC ads appear depends on which keywords and match types you select. While a number of factors determine how successful your PPC advertising campaign will be, you can achieve a lot by focusing on:
- Keyword Relevance – Crafting relevant PPC keyword lists, tight keyword groups, and proper ad text.
- Landing Page Quality – Creating optimized landing pages with persuasive, relevant content and a clear call-to-action, tailored to specific search queries.
- Quality Score – Quality Score is Google’s rating of the quality and relevance of your keywords, landing pages, and PPC campaigns. Advertisers with better Quality Scores get more ad clicks at lower costs.
- Creative – Enticing ad copy is vital; and if you’re advertising on the display network, you can use a tool like our free Smart Ads Creator to create designer-quality ads that will demand clicks.
Keyword research for PPC can be incredibly time-consuming, but it is also incredibly important. Your entire PPC campaign is built around keywords, and the most successful Google Ads advertisers continuously grow and refine their PPC keyword list. If you only do keyword research once, when you create your first campaign, you are probably missing out on hundreds of thousands of valuable, long-tail, low-cost and highly relevant keywords that could be driving traffic to your site.
Once you’ve created your new campaigns, you’ll need to manage them regularly to make sure they continue to be effective. In fact, regular account activity is one of the best predictors of account success. You should be continuously analyzing the performance of your account and making the following adjustments to optimize your campaigns:
- Add PPC Keywords: Expand the reach of your PPC campaigns by adding keywords that are relevant to your business.
- Add Negative Keywords: Add non-converting terms as negative keywords to improve campaign relevancy and reduce wasted spend.
Just like any other web pages, your landing page should have optimized page settings that are targeted specifically for the keywords or keyword phrases that you have identified during keyword research. Each of your page elements should be optimized and keyword-enhanced starting with your landing page URL, the title tag, Meta description, page analytics codes and scripts, and your landing page footers.
Make sure that your landing page header is congruent to the information your content or main body is trying to convey. A big mismatch between the two is a big turn-off for many visitors, with the visitors eventually bouncing off, making your landing page lose out to your competitor’s. Another thing, if your header promises something of whatever nature, make sure your content delivers on that promise.
Just like with any other web page, site visitors would want to receive value and relevant information from that particular page. That’s why it is vital that you provide clear, concise and precise information that not only complements your headers and titles, but provide copy that is true and relevant to your topic and will entice or motivate people to provide their contact information – or even make a purchase.
Landing pages are designed for conversion, either for generating leads and gathering site visitor information, or directly make sales. In either case, your landing page should have an optimized sign-up form that will make it easier and convenient to share lead information. There are certain aspects in an optimized sign-up form that you need to consider, and this includes:
Use of Relevant Fields – Although you may want to gather as much information about the site visitors as they are willing to provide, too much form fields might turn them off to the point that they will abandon filling up the form and moving on. Focus only on relevant form fields that you’ll need to develop a good visitor database on (usually just a name and an email).
Just like any other website pages, the use of graphics makes your landing page interesting for site visitors – if they are used right. Too much graphics or visual elements that do not really complement the information you are trying to convey in your body can be detrimental to your chances of conversion. Avoid using ordinary and boring stock photography that a myriad other websites have already used before. It would be best to create your own graphics if you can but make sure that you use only meaningful graphics that can enhance your landing page content.
The addition of good and relevant visual elements can do your landing page much good, but using engaging video as part of delivering your message to site visitors can increase your chances for conversion even more. Video is a very powerful tool that not only catches visitors’ attention, but encourages engagement from them as well.
There are several trust elements that you can include in your website, and each of these can help remove the fear and mistrust visitors may have in making the decision to convert. These elements include business certifications, awards from recognized bodies, privacy policies, customer reviews and testimonials, and trust icons from business review companies among others.
The landing page is targeted to generate action that leads to conversion. Without this action, your landing page will be utterly useless and would simply be a waste of time and resources. Make sure that your landing page have a clear call-to-action right next to a “submit”, “subscribe” or “order now” buttons placed strategically throughout the body of your landing page. The call-to-action should be prominent but not too distracting or annoying, particularly in color scheme, and should clearly state the action your visitors need to take to proceed to the next step.
The proliferation of internet-ready mobile gadgets and devices like tablets and smartphones make it a must for your landing to be mobile responsive when viewed from these devices. Many people access the internet through these devices and they will most likely ignore non-responsive landing page that they could not read nor understand
Lastly, your optimized and targeted landing page should be tested before it can effectively be used in your SEO or PPC campaign. Testing your landing page can let you tweak all the potential bugs and other elements that may need changing. It would be best to have these bugs and issues addressed before your targeted visitors see them instead – making you lose your chances for conversion. There are several metrics that you can use to gauge the effectiveness of your page which include the bounce rates, the number of unique visitors, the time visitors allot on your pages and of course the conversion rates.
Landing pages are very important tools in your SEO and PPC campaigns. These pages are responsible for turning site traffic into valuable conversions: either through the generation of leads or the commencement of sales. Without conversion, all your digital marketing efforts will simply go to waste. So, take action now and create a fully optimized and highly targeted landing page for your PPC and SEO campaigns that truly deliver results.