Let’s say a prospect clicks on your PPC ad after being hooked by your superior grasp of irresistible headlines and persuasive copy.
You’ve spent time putting it all together. You know you’ve got what it takes to drive traffic through well-placed ads. You’ve welcomed a valuable new customer to your site who could bring much-needed revenue your way.
And then, sadly, your landing page loses their interest and they click away in seconds.
Sure, it’s not the end of the world, but it’s still a problem that makes building your brand harder than it has to be.
How do you do PPC landing pages right, then? Just take a look at these essential do’s and don’ts!
DO: Keep your Landing Page Goal Clear
Your landing page has to build on the ad’s purpose and get the visitor to take the next step on their journey. That might be signing up for a newsletter, watching a video or buying a product.
Keep the prospect focused on one goal, rather than asking them to take two or three actions. 48 percent of landing pages feature multiple offers, which isn’t ideal.
Visitors want to see what was promised in your ad — they may feel cheated if you try to get more out of them.
DON’T: Just Use your Homepage Instead
Directing your prospects for your homepage from a PPC ad is, in most cases, a big no-no.
Your PPC campaigns should involve a dedicated landing page tailored to the needs, expectations and intentions of the searcher. Using your homepage might seem easier, but you’re asking the visitor to find what they’re looking for rather than putting it right in front of them.
In other words, it’s less convenient. And convenience matters.
DO: Make your CTA Clear
Your landing page needs a quality CTA that grabs the eye and draws the visitor’s cursor / finger / stylus to click on it.
A huge part of making an effective CTA is its placement — so don’t hide it!
If you make it hard to find, you’re forcing your visitors to work harder than they should to interact with your business.
So, put it just beneath some well-written copy that builds trust and shows the value in taking the desired action.
DON’T: Take Visitors’ Eye off the Ball
As we’ve said, you have to keep your landing page clear, focused and tight. Distractions will only increase the risk of visitors clicking away from your landing page or leaving the site altogether.
Avoid adding links to other pages or confusing matters by mentioning other products / services. They’ll need their own ad and their own landing pages.
Want to make sure your landing pages drive conversions?
Of course you do — and our Orange County digital marketing team can create an effective PPC campaign tailored to your business, goals and target audience for maximum impact!
