How Landing Page Optimization Leads to PPC Campaign Success


June 5, 2018 By

Cheryl Dykstra

Pay Per Click (PPC) campaigns require a lot of work and coordination in order for them to perform properly – bringing your business more traffic and new leads.

Part of this work includes the landing pages that you are sending the traffic to.

If you want to convert the traffic landing on these pages, you’ll need to optimize them. You could have the best ads and be targeting the correct keywords, but if you are sending traffic to a landing page that isn’t optimized for conversions you’re not going to be very successful in capturing those new leads.

Here are the top 5 things your landing pages need to ensure PPC campaign success:

1. Engaging Headlines

Your headline should speak to the audience about why they’ve come to the page.

This includes having the keywords that would have brought them there. For example, if your main keyword is ‘medical supplies’, then your landing page headline needs to mention buying medical supplies. Not only will this help with your quality score, but also the sight of the keyword they searched for will help visitors know they’ve come to the right place.

Your headline also needs to be powerful, so the visitor is immediately drawn in. Make it engaging and highly relevant to your keyword.

Your sub-heading needs to reinforce the main headline and describe a couple key benefits. Highlight your unique selling position and why it’s in their best interest to take action immediately.

2. Thoughtful Images

Your images are a very important part of the landing page.

If you are selling a product then you want to include very detailed pictures that highlight specific features. If you are selling a service you want images that highlight the benefits of the service.

Having too many images can create too much noise and won’t captivate the visitor, because there is simply too much to look at. Having your landing page professionally designed gives you the best chances to stand apart for the better.

3. A Clear Offer and Strong Call to Action

What is your landing page offering? Is it a sale? Are you offering a free trial? Whatever your offer is, be sure that it is 100% clear. Make sure that if it’s a limited time offer or includes free shipping that you announce that.

A visitor should be able to see what you’re offering and identify your call to action within seconds. No searching around. It needs to jump out and grab their attention, and more importantly, engage them enough to buy or contact you.

4. Visible Contact Info

If someone on your landing page has a simple question to ask, how would they get ahold of you?

It is important to have a way for visitors to contact you, whether it is a highly visible phone number, contact form or live chat. Live chat can help you convert a lot of traffic that is on the verge of converting and just needs quick clarification before moving forward – but all forms of contact information is acceptable.

5. Mobile-Friendly

After Google’s mobile-friendly algorithm update, it shouldn’t come as a surprise that your landing pages should be properly optimized for mobile.

Mobile traffic numbers are still increasing every day, so make sure that your entire website, including landing pages, is mobile-friendly. If your visitors can’t easily navigate your landing page to claim your offer, they will become frustrated and leave to find another option. Don’t lose conversions due to a landing page that isn’t responsive.

Landing page design and conversion tactics often require tweaking to find what works best for your audience. Constantly testing to find improvements with your offer, headline, imagery, and more can help with your PPC campaign success and conversions.

For help with your landing pages and/or PPC campaigns, give Sales & Marketing Technologies a call today at (407) 682-2222 for a free strategy session.

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