How Landing Page Optimization Leads to PPC Campaign Success

May 27, 2015 By

Chris Lau

Pay Per Click (PPC) campaigns require a lot of work and coordination to have them work properly and bring in more traffic and leads. This includes the landing pages that you are sending the traffic to. If you want to convert that traffic, you’ll need to optimize these pages correctly. 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 properly enhanced you aren’t going to convert any traffic. 
Here are the top 5 things to make sure your landing page has 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 ‘buy medical supplies’, then your landing page headline needs to mention buying medical supplies. Not only will this help with your quality score, but the sight of the keyword they searched for will help consumers know they’ve come to the right place. Your headline also needs to be powerful so that 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

Selecting your images is a very important part of a 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.

Have too many images and you’ll create too much noise and won’t captivate the visitor. Spending the money to have 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 form of contact information is acceptable.

5. Mobile-Friendly

After Google’s recent mobile-friendly algorithm update, it shouldn’t come as a surprise that your landing pages should be properly optimized for mobile. Mobile traffic are increasing every day, so make sure that your entire website, including landing pages, are mobile-friendly. If they can’t easily navigate your landing page to complete the 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 take 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 PPC campaigns, contact SMT today.

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