Ravi is a digital entrepreneur who has a vision of helping businesses to increase their online presence through websites, mobile applications, and SEO. He is the Founder & CEO of Webomaze Pty Ltd, a one-stop digital agency based in Melbourne.
One of the vital elements of running a PPC ad campaign is to make sure you have a proper landing page associated with your ad. Landing page experience is one of the most important feature that boost search marketing. That’s because landing pages are often the first touch point a prospect has with your brand to deliver a great experience.
Internet marketing has advanced by leaps and bounds. In 2019, digital marketing is experiencing a dramatic shift which includes SEO, social media, PPC, content marketing and more.
There are multifarious new digital marketing strategies that are evolving every second in the current high-tech, digital era. Businesses now need to use these updated to achieve success in every endeavor of their lives because the updates which may have worked for you the previous year may not work in the current year.
PPC-A Buzz In The Digital Market
There are many digital marketing trends that are upcoming in 2019. PPC is one of the latest internet marketing trends which has created a buzz in the digital market. It can be described as the model where advertisers pay a certain amount of fee whenever any user clicks on their ad to see it.
So, in simple words, it can be said that you can buy the traffic for your page by paying the publishers such as Google. It becomes easy for you to show your ad when your visitor searches for a relevant keyword.
Key Points for PPC Landing Page Optimization
There are various SEO consulting services that need to be considered while making an investment in pay-per-click. Landing page optimization is of paramount importance and should not be overlooked. Therefore, optimize the landing pages to turn prospects into customers.
There are a plethora of practices that should be followed for effective marketing and to maximize the lead conversion rate. Here are six tips for improving the PPC landing page experience.
1. Don’t Overload Your Page With A Lot Of Information, be Precise!
A page should not have too much data as an excess amount of data will increase the bounce rates as it will make harder for them to find the CTA button and convert it. It is vital to keep in mind that promotions remain the same throughout the entire advertising process when we run a Google Ads campaign.
Also, If your PPC ad is promoting a free trial, it should be possible for your landing page to highlight the free trial. For instance, if the PPC ad highlights a whitepaper than the landing page should be able to focus on the whitepaper by using a language similar to the whitepaper.
Thus, this type of message matching helps to create a positive landing experience.
2. Original And Engaging Content On The Landing Pages
People don’t look appealing and good content across all your different landing pages. Therefore, instead of copying the content it is better to create new content for each of your landing pages.
Don't forget to make it unique to the corresponding and include distinct and useful information on each of your landing pages that both Google and your customers will appreciate. Adding description content to your page enhances the value of your ads and gives them recognition.
Establish a connection with your customers through good content. The content should be written in a friendly tone which keeps your audience engrossed and turn thee prospects into customers. Moreover, write in a more natural tone that will have a positive influence on the audience.
Further, the people who click on ads don't have enough patience to read long content. Therefore, try to write short paragraphs and include bullet points to attract visitors. Thus, we can say that more concise your message is, more is the lead conversion rate.
3. Clearly Explain Your Unique Value Prop
It is of the utmost importance to tell your potential customers about your product and to tell why you are unique.
Also, try to explain why users should choose you over other competitors and why you stand out from others in the competitive world by using straightforward selling points on both your ad and landing page in order to elevate your ROI rate and improve your overall PPC campaign by manifolds.
If your service offers a free trial than mention it in your ad and landing page to let people know about it. Moreover, if your company has consistently ranked on top of the priority list for your product category than mention that in your ad and landing page too.
4. Build An Emotional Connection By Incorporating Trust Signals
Establishing a connection is vital for achieving success in the conversion of prospects into leads. Incorporating trust signals on your landing page and PPC ads can be quite beneficial. Trust signals can be built by the contact information and social proof on the landing page of your PPC ads.
Hiding the contact information form your potential customer is a sign of untrustworthy. So it is mandatory to make your contact information visible to the public.
However, don’t include unnecessary and irrelevant information as it will ensure that your business is the genuine one and legitimate. Also, try to make your phone number click-to-call because it will be easy for the visitors to contact you and will boost the sales of your business.
In addition to this, including reviews, ratings, or testimonials from your previous or current customers. This will reassure the visitors that your ad, and overall brand is trustworthy.
You can either post a snippet of a review or post the full review on your landing page. Thus, this will create a positive impression of your company on the visitors.
5. The Page Length Must Not Be Too Long
You might think that a long page should be included as it can be informative but you are absolutely wrong as people don't have enough time to go through the entire page and won’t find it interesting.
Try to keep the page length short and give relevant and accurate information in a few words. If the content on the page is too long then it may increase the bounce rate and will decrease the lead conversion rate.
6. A/B Test Your Page
Test your landing page to avoid the common mistakes which the marketers may make while running optimization tests. Use data to drive your decision making which is the ultimate way to make crucial choices about design and content. An A/B test with a few variants will help in optimizing your page.
Having hundreds of different landing pages won’t increase conversion rates. It is vital to optimize all the assets to get the most return on your investment.
The Crux Of The Above
Having an optimized landing page that is relevant to your PPC can prove to be a game changer in today’s digital era. It’s one of the easiest practices to enhance the overall user experience.
Thus, by creating a great first impression which can boost the lead conversion rate. So. if you want to succeed in your ad campaigns then implement the above tips into your PPC and landing page. This will lead to a better conversion rate.
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