Landing pages are an important part of any online marketing campaign. While landing pages should be leveraged for multiple different marketing strategies, this blog will explore the who, what, when, where, why, and how of landing pages for PPC campaigns specifically.
What Is A Landing Page & Why Are They So Important?
A landing page is a page (or pages) on your website that users are directed to when they click on your ad. The goal of a landing page is to make it as easy as possible for users to complete a conversion
In a presentation put on by SEMpdx, it was reported that 72% of companies conducting conversion rate optimizations, such as landing page implementation, experienced “significant” conversion rate improvements in the past 12 months.
In short, landing pages mean more conversions without adding more money to your Google Ad strategy!
How Do Landing Pages Benefit Your Marketing Strategy?
The main benefits of landing pages are increased ROI on the money you’re spending with Google Ads, and the ability to test and make data-driven decisions.
Because landing pages are designed specifically to lead customers to complete conversions, you should see an increase in the volume of conversions your ads generate.
The more relevant your landing page is to the content included in your ads, the more Google will reward you! Relevant content means a better Quality Score and a cheaper cost you pay for each click. The user experience you offer impacts your ad rank (where you show up on the search engine results page), and therefore how much you pay for each click (CPC). If your website offers a poor user experience, or if the page users land on after clicking on your ad is not relevant to the ad they clicked on, your ads may show less often or not at all.
Best of all, landing pages are testable. Creating a specific page to place users on after clicking on your ad allows for changes to be made to that page very easily. A/B testing colors, language, buttons, and calls to action allow us to optimize specifically for what works in your market for your customers. Even failed tests give good information. If an element of a call to action was changed, but nothing about how users interact with it changes, we’ve learned that users may not care about that element and we won’t continue to test it. This ability to test shows business owners what their customers are and aren’t looking for, which may be different from their own personal preferences.
Landing pages are purely a data-driven marketing tactic, which makes them incredibly valuable. Unlike other areas of marketing, the changes advertisers make to landing page design, content, and call to action position al relate back to data when landing pages are paired with user mapping tools like Hotjar. This data helps the advertiser and the business understand user behavior during the purchasing journey.
What Makes A Good Landing Page?
Relevant and consistent information
The information included on the landing page should be consistent with the information in the ad copy. The landing page content will, of course, be more extensive than the ad copy, but needs to be relevant and geared towards what is of interest to your customers.
The call to action should be immediately clear and obvious. It’s important to prioritize what content you’re putting where. The call to action and any other necessary bits of information should be placed “above the fold.” Keep in mind, you want to make it as easy as possible for consumers to get the information they need to complete a conversion.
Clear page design
The page design should be simple, with no distracting elements or unnecessary links. Users should be able to find information very easily and be directed straight to the action/conversion you want them to complete on the page. Allow them to make a decision without having to read the entire page.
Review all of the fields on the form included on your landing page. Is each of the questions on your form necessary? The more steps the customer needs to take, the more obstacles you’re asking them to complete before submitting a lead. The process of completing a conversion should be as simple and easy as possible. A lengthy form could easily deter someone from completing it.
Optimized for mobile
As the use of mobile grows, is important to ensure that the landing page(s) you have on your site is optimized for mobile so users can easily complete conversions from their phones. Part of optimizing landing pages for mobile is decreasing the load time of the mobile site. You can test load time here.
Need Help Creating Good Landing Pages?
Get in touch. We’re here to help! Having good landing pages will help push users through the funnel and thus, increase the ROI of the money you’re spending on Google Ads