Let’s talk about an integral part of paid search marketing or PPC advertising—landing pages. For anyone who isn’t familiar with the term, this is the page that potential clients are redirected to after clicking on an ad. This ad can come in the form of search results meta data, a paid advertisement on another page, or a Google-sponsored ad. When a person clicks on an ad of any kind, it’s because they see something in it that appeals to them or offers value. Driving targeted traffic in this way is paid search marketing.
The page that your online visitors are directed to can determine whether or not you make a sale or generate increased traffic. If this landing page is weak, off topic, or disorganized, then you’ll have a high bounce rate and relatively poor engagement. Your website gets one chance to make a good impression, and the landing page will determine this.
The Power of a Quality Landing Page and Google Sponsored Ads
Paid advertising through Google sponsored ads provides a powerful tool that increases brand visibility. The key is to use your landing page to expand on what the ad promises. There’s a right and a wrong way to advertise and these tips can help you create a landing page that delivers:
- Stay on Topic: If an ad promises one service, and the landing page doesn’t immediately expound on that service, then visitors can lose interest quickly. Make sure that your landing page is clearly organized, easy to navigate, and consistent with any information given in the ad.
- Convey Value with Headings: The title of your page should confirm the information in the ad. This is the first thing that people see, and a poorly written title can be the only text they take the time to read. The same concept should carry over into subheadings and other introductory phrases.
- Create a Strong Call to Action: A call to action that’s weak or unclear can make it difficult for a person to understand the transaction. Make your instructions and intentions clear and provide a definitive solution with your CTA.
- Eliminate the Clutter: Keep your landing page free of unnecessary content, links, buttons, and forms. The goal is to provide value at every step of customer engagement and having a disorganized landing page can derail your intent.
- Edit Before Launching: Before going live with your landing page, carefully proofread the content for grammar, organization, and value. Make sure that every button works and that every hyperlink is active. All it takes is one mistake to shake a potential customer’s confidence in the content.
Paid advertising and pay-per-click (PPC) ads can increase traffic, but it’s up to the landing page to hold the interest of your visitors.
If you’re struggling to create an effective landing page, WSI Digital Path can help. We know what consumers respond to, and we can create content that truly represents your brand.
Contact us for more information on paid search marketing and to set up your PPC campaign.