Why Your Landing Page is the Difference Between PPC Success and Failure
Posted May 17, 2016
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Anyone who has worked in digital marketing knows that the only constant is change. Social media draws in billions of people, but specific site popularity is constantly transforming and difficult to predict. SEO has been turned upside down and web design continues to evolve as research gives us more insight into how consumers interact with information and make purchases on the web.
The one constant player in the world of web marketing is pay-per-click (PPC) advertising. The dominant player in the PPC game is Google’s Adwords although there are similar offerings on the market.
Getting your site ranked organically on Google takes a great amount of in-depth website knowledge. If you want your site given a top rank and you are not a web expert, a PPC campaign is probably a good choice. A PPC campaign involves paying Google a predetermined amount to have your site listed as an ad at the top and right of the search listings. Each time a person clicks on your site, money is taken from your budget. When your money is gone Google stops listing your ad.
Simply put, PPC works. It’s why corporations spend millions every year on Adwords campaigns. In turn, Google earns millions of dollars, too. Its popularity prompts Google to make continual improvements, thus making it easier for advertisers to use and potentially make more sales. Even rookie advertisers can use Adwords to create a successful PPC campaign with ease.
Landing Pages
Once you’ve created your PPC campaign, you have to determine where your viewers will go when they make that all important click. While it may seem that your homepage is the obvious place, it shouldn’t be your first choice. So what should? A landing page is the best place you can send potential customers when they click on your link. A landing page is distinct from a homepage in that a landing page has only one predetermined purpose.
It’s likely that your homepage has numerous links a viewer could click for a wealth of more information. By contrast, a landing page has only one call to action (CTA). This CTA is clearly defined and simple for your viewers to complete. By using a landing page you can easily gauge if your campaign goals are being met.
Landing pages are a valuable marketing tool. There are three kinds, each with its own distinct purpose:
• Lead generation
• Direct sales
• Relationship building
1. Lead generation
Lead generation pages are also known as lead capture pages and are used to collect contact information about your viewer such as a name or email address. This information is then used to reach your potential customer and market directly to them in the future.
This page will typically have a form for visitors to complete by filling in their personal information. You’ll want to showcase the value they’ll receive for completing the form.
Upon form completion you could provide:
• A free eBook
• Newsletter sign-up
• Registration for a webinar
• Access to a how-to guide.
2. Direct sales
Direct sales landing pages are the most well-known type of landing page. Anyone who has made an online purchase has used one. A direct sales page may also be used for booking a flight, making an appointment or redeeming an offer for a free trial.
The only purpose of a direct sales page is to make a sale. You may choose to advertise this particular landing page, bringing consumer traffic directly to it for immediate sales. The page’s purpose should be clear and have an obvious CTA button to click for sale completion.
3. Relationship building
For a more advanced and subtle marketing technique you’ll want to use a relationship building landing page. These pages are also called click-throughs. They are a combination of the direct sales and lead generation pages.
The purpose of using a relationship building page is to lead your visitor through a sales funnel while they navigate your website. Conversions are made as viewers click through your site being guided by your website’s sales pitch.
These pages have a high success rate. Most consumers are probably not ready to commit to a purchase or event registration just because they’ve clicked on your site. The relationship building page eases their way by segmenting and directing them to targeted pages focused on their interests. Allowing visitors to click through landing pages gives you the opportunity to nurture this interest. Potential clients are able to become comfortable with your product or brand before being lead to your ultimate sales landing page.
4. Creating Landing Pages
When it’s finally time to craft your landing page there are several rules to follow to ensure the page is as effective as it can be.
• Be sure all the content contained on the page is above the fold. This means your viewers should not have to scroll down the page to see any of the content.
• The best landing pages will feature a graphic relevant to the CTA that prompted them to visit the page.
• Your text must be direct, clear and easy to read.
• Opening and closing paragraphs should be kept to three to five sentences.
• Create a compelling title that relates to your CTA.
• Make use of bullet points for easy viewing.
5. Landing Pages Work
It’s time to make landing pages work for you. There are several landing page design tools available that will walk you through the process of creating the most effective page. Regardless of how you create your landing page, whether you make your own or use a design tool, your landing page’s visual impact will be of utmost importance in producing conversions. Make sure it’s clear, direct and easy for visitors to complete the CTA. These pages are quickly becoming an essential tool for online business success. Be sure you’ve got this marketing essential in your advertising tool bag.
