Landing Page Tips
As an award-winning PPC Agency, we understand the importance of properly optimised and well-performing PPC landing page. That’s why we’ve put together some best practices that ought to be implemented to achieve the perfectly optimised PPC landing page.
The PPC landing page should be keyword relevant
When it comes to PPC landing pages – relevancy is key! Your landing page must match your chosen keywords and work in unison with your ad copy.
For example, if you’re targeting ‘package deals in Cornwall’ your landing page shouldn’t merely consist of ’20 reasons to enjoy a vacation in Cornwall’. While this is still relevant, when the user clicked your ad that’s not exactly what they were intent on finding. When putting together your landing page, it’s important to find a balance between relevancy and keyword intent – if a user’s intent is to book a package deal in Cornwall, your page should facilitate this intent!
Your content should be written for your target audience
It’s very difficult to create a PPC landing page that will suit every audience. That’s why when creating the page you should ask yourself who it is you are trying to attract. Ask yourself about the kind of language that is best used to suit this audience and craft copy that will resonate with the audience and help inform their decision or aid their purchase.
Aim to write strong headlines that encourage conversions
We all know that the main header is often the thing seen first by visitors when they arrive on your landing page – so it needs to be strong and keyword relevant.
Additional headers on the page should work to encourage conversions and assist goal completions. Use your headers to introduce a solution to the user’s problem!
The imagery should connect with the target audience
Unsurprisingly, imagery is a vitally important aspect in terms of the performance of a PPC landing page.
Landing page visitors tend to respond best to images consisting of humans and try to avoid stock images unless completely relevant!
We also recommend avoiding the use of multiple images to fill the landing page as this can direct attention from the offer and cause confusion with the audience. Instead, ensure the images add to written copy, rather than detracting from it’s value.
Strategically position elements on the landing page
It’s not one size fits all but the key here is to introduce product or services, use copy to solve problems, then move the visitor towards taking action.
When a user clicks-through from an ad, they should be able to easily complete the desired action, whether this is submitting a form, calling your business, or purchasing a product.
Use elements on the page to make this process as efficient as possible – for example, if your ad is offering a ‘free quotation’ the user should be able to claim this on the page with ease! (Google even emphasise the importance of this in their official landing page tips!)
Use trust signals to establish authority and share expertise
We’ve all been there before – you land on a website and things look a little dodgy – so you leave! Social proof can be a great way of gaining a user’s trust in both your business and your product or service. This can be displayed in many ways, but some you might recognise are listed below –
- Contact information
- Testimonials & reviews
- Performance stats
- Payment assurances
- Case Studies
It’s human nature to make a buying decision based on the views of others – so these elements really do make a difference!
Want to learn more?
These tips really are just the beginning of what should be considered when setting up PPC landing pages, but if you would like to learn more about how PPC could help to grow your business, feel free to get in touch and a member of our dedicated marketing team will help answer any questions you might have!