If you are or you have been experimenting with online content marketing, you’ve more than likely heard of Pay-Per Click advertising. PPC systems like Google AdWords and Microsoft adCenter are excellent choices for any PPC campaign: you write up a few quick blurbs based on keywords you want to optimize for, and just like that, you have a paid advertisement campaign.
Simply rigging up a few keywords to spend your money automatically won’t maximize the potential for success that lies within a PPC campaign. To make the most of your search ads, you need content on your side of a PPC ad that funnels that visitor from a casual click to a confirmed purchase. You need a set of effective landing pages.
How Landing Pages Work: Fill In The Blanks, Then Close The Deal
A landing page is a small, specialized webpage that uses simple text and visual cues to give potential customers more information about what they’ve come looking for from you. For instance, if your business sells all sorts of sports equipment, and you run a PPC ad for “hockey equipment discounts,” potential customers that click that ad will want to read more about the deals and specials you have on hockey equipment.
Many businesses make the mistake of simply linking PPC ads back to their homepage: this is a good way to confuse your leads and turn them away from a potential buy. That’s like using the same “hockey equipment discounts” ad, then when visitors arrive on your webpage, they have to hunt for your hockey equipment deals on their own. They won’t do it, and that potential sale has disappeared.
Top Tips For Landing Page Success
The first major tips have already been covered: make your landing pages simple, and make them relevant to the content that brought visitors to the page. This way, you keep your incoming leads engaged and interested in your content after they’ve clicked the advertisement.
Here are other excellent tips for great landing page design:
Speak Directly To Your Reader
Visitors from an advertisement aren’t there to learn about the broader facts about your company or your products, they want to know what your offerings can do for them. So tell them! “You can use this,” “you will succeed with this,” “you won’t want to be without this.” Engage them directly, don’t beat around the bush.
Provide A Clear, Accessible Call to Action
Make sure that you guide visitors along through the landing page to the next step in the conversion process quickly and easily. Don’t get overly creative: be blunt and upfront about what a customer should do next. “Click here to browse our exclusive equipment deals,” “Find out why our product beats the competitors’ every time.”
Don’t be pushy, but don’t be afraid to tell leads where to go next. Your call to action should almost always be a link, or point directly to a link further into your website, as well.
Front-Load Your Content With The Most Important Information
If visitors that come in from an advertisement are seeking a particular piece of information, you have to give it to them quickly. Put your most important points at the beginning of your content, and then use the rest of the space to go into more depth and detail.
Keep Your Openers Short and Sweet
Your starting paragraph should be no more than two lines long. Just as in the previous point, all your important information needs to be upfront and easily spotted immediately. Putting the absolute essentials before other text content is important, but especially in the very beginning, where the “hook” needs to be.
Don’t Overstimulate, Pare Down to the Essentials
Your landing page shouldn’t explode with all sorts of multimedia content. That doesn’t mean it can’t have any multimedia content at all—if anything, it should have only what’s absolutely essential. If you add value to your content with a video or image, customers will be more compelled to act on your offerings. Media content that’s important should stand out as something important, meaning they should have zero clutter around them. Design landing pages very minimally and only include absolutely essential multimedia.
Last, But Not Least…Test!!!
Testing is one of the absolute essentials to all content marketing, especially landing page design. Tweak your phrasing, your page design, and small things that you suspect might add to the overall effectiveness of your landing pages individually. Don’t be afraid to deploy multiple versions of the same content. Testing the effectiveness of minor tweaks to your landing pages will help you get closer to maximizing the conversions you pull in from PPC ads.