A landing page is one of the most vital parts of a PPC campaign. The success of a campaign heavily depends on it, as most advertisement platforms, like Google, judge the quality of PPC ads based on the relevance of the linked page.
Optimizing your landing page is a must when running an ad. Still, landing page optimization is not that easy. There are certain aspects that you need to consider when improving your page. So, to help you with that, this article will tackle 10 ways to optimise your landing page for PPC.
Why is a landing page essential to PPC?
Landing pages are a crucial part of any successful PPC campaign. A well-crafted landing page is critical to any successful Pay-Per-Click (PPC) campaign. It is the first point of contact between a business and its potential customers. In addition, landing pages help capture the attention of potential customers, guide them to take action, and increase conversions. Moreover, a landing page also provides valuable insights into user behaviour, allowing for more effective targeting and optimization of campaigns.
Thus, it is essential to ensure it is well-optimised and designed. Landing pages should be designed with the user in mind, providing a clear call to action, relevant content, and an easy-to-navigate layout. With the correct elements, businesses can maximise their ROI by creating an effective landing page that will drive more conversions and generate more revenue.
10 Ways to Improve Your Landing Page For PPC
Now that you know the importance of a good landing page for PPC, it's time to optimise it. Here are ten tips and tricks for creating a remarkable landing page for your website.
1. Develop a strong call-to-action (CTA)
A call to action or CTA is a vital element of a webpage. It acts as a guidepost to the user to let them know what to do next – whether to purchase or take action. Likewise, a good CTA will help your PPC campaigns to generate leads, increase conversions, and ultimately boost revenue.
If you want to make a good CTA for PPC landing pages, you must have the following:
- Strong action verbs
- Straightforward and easy to understand
- Clearly communicates your services and offers
- Invites readers to make an action
- Provokes emotions
2. A/B Test Your Page
A/B Testing or Split Testing is the process of comparing two pages or elements to see which want is more effective. This method is vital to PPC landing pages as it helps reduce bounce rates, minimise risk, and increase user engagement. Likewise, it enables you to make the most out of the budget and increase the result of your campaign.
Try the following tips if you want successful A/B Testing on your PPC landing page.
- Test different landing page elements, including the CTA button, header, layout, etc
- Define your goals and use them as your KPI
- Track user activity using analytic and heatmaps tools
3. Use creative design and images
The design of PPC landing pages plays a crucial role in their effectiveness. It is the first thing users will see and interact with once they click your ads. As such, it gives the first impression of what your company is or what your services are.
As such, your website or landing page must be well-designed. The design of your page should be simple, user-friendly, and visually appealing. It should have a clear flow and navigation. Likewise, it should also have a concise copy and creative visuals. All these factors contribute to the overall effectiveness of a landing page.
4. Create minimal form fields
Forms are a critical element of PPC landing pages. It is a powerful tool for capturing leads and converting visitors into customers. In addition, it can help a company gather information about potential customers, such as names, email addresses, phone numbers, and business information. When used correctly, a form can significantly increase the conversion rate of your landing page.
However, not all forms can provide these benefits. A form should be short and minimal to generate more leads. Some visitors might be discouraged from signing up if their forms are long. In addition, most users and unwilling to provide critical information about themselves. As such, it's important only to include essential questions on your forms like name, email address, or phone number.
5. Make your landing pages mobile friendly
According to Bank My Cell, about 7.33 billion people around the globe uses mobile phones. You should not miss the opportunity to sell and cater to these users. As such, your PPC landing pages should always be mobile-friendly.
Responsive, mobile-friendly web pages can open a new market for your ads. It can encourage users to interact and engage with your websites when they click or open your ad via smartphone.
To make your landing page mobile friendly, try the following:
- Have short and concise contents
- Make speed a priority
- Use smart navigation
- Place your CTA or form on top of a page
6. Use powerful keywords
Keywords are a critical element of any PPC landing page. It helps increase the placements of your ads on SERPS and helps them understand what your ads are all about. This can lead to more traffic and conversions for your business.
Likewise, good keyword research can help you identify which words or phrases users will most likely use when seeking information about your products or services. You can then include these keywords in your landing page's content, ensuring it is relevant and informative for visitors.
7. Include videos
Videos do a lot of wonders for PPC landing pages. According to the 2022 Video in Business Benchmark Report, 93% of companies said that video converts better than any other form of content. But that is not all. Incorporating videos in your landing page can provide a lot of benefits, such as the following:
- Build company reputation and trust
- Encourage customers to make decisions
- Avoid bounce rates and keep users longer in your website
- Educates potential customers about your services and products
8. Write brief and compelling copy
Copies or contents are an essential component of pages. They are the catalysts used to communicate a message to visitors or audiences. Copies provide detailed information about the company and its services while ensuring that they will take action.
Good content will help capture the attention of potential customers, build trust with your client, and persuade visitors to purchase your service. It also helps differentiate your company from competitors and stand out from other ads.
Likewise, your landing page must have a good copy. It should be short, precise, and easy to understand for the audience. In addition, your composition should not be overloaded by information that may overwhelm your audience into leaving with converting.
9. Create a seamless experience
Seamless experience in landing pages is critical for the success of a PPC campaign. It encourages visitors to engage with your website and make actions that increase conversion.
So, how do you ensure a seamless experience on the website? Try the following tips:
- Ensure quick and smooth page load times
- Easy navigation, allowing visitors to find what they need quickly
- Do not make signing up mandatory for visitors
- Priorities accessibility and catering to people with disabilities
- Offer personalised experience to visitors
10. Explain your unique value
Customer value is essential in marketing. It provides information to customers that may increase satisfaction and experience. In addition, customer value help increases loyalty, enhance efficiency, and reduce errors.
Likewise, including your unique customer value in your PPC landing pages is essential. To do this, try telling the readers how your services are outstanding. Include things competitors don't have and are only available in your company. This method can be done by presenting data, case studies, etc., on your landing page.
Check out these examples of an optimised landing page
1. TorFx
Positive features of this landing page:
- Presents CTA button on the banner. This could potentially help with a higher chance of click happening.
- Features awards and achievements. TorFx presented a 5-star rating that could encourage people to patronise their service.
- Display service features and benefits.
- Simple design and interface.
- Features client journey. Potential customers can visualise how their interaction with their business can be easy.
- Includes customers review. This could foster trust with potential clients.
2. Qantas Money
Positive features of this landing page:
- Includes various CTAs on the banner. This could encourage potential customers to avail of their services or current patrons to interact with their website.
- Features a feedback side tab. This is a great way to gather information or insights from customers.
- Shows actual product image.
- Highlights awards and achievements.
- Presents availability of service in different areas.
- Features competitive benefits. (e.g., Zero $0 monthly fees, lock-in rates.)
3. Spotify Premium
Positive features of this landing page:
- Display a good deal on the banner. This could encourage users to take action.
- Features various deals and packages.
- Includes benefits and other advantages of the plan.
Ready to Optimise Your PPC Landing Page?
That's it! Following these ten tips will surely help you optimise your PPC landing page. Just remember that optimisation is an ongoing process and should be done to follow trends. And if you need any help, Flexi Digital Marketing's PPC specialists can assist you! Check out our PPC services.
