Why Having A Landing Page For PPC Is Important

PPC marketing is a powerful technique that you can use to immediately test the market that you are in. However, you must consider where you’re going to send traffic before you begin any campaigns. Your main goal should be generating leads or sales depending on your business. In order to meet these goals, you must have create a fully optimized PPC landing page that your visitors find useful and you can easily measure.

PPC Landing Page Optimization

When you pay for an advertisement on the search listings pages of Google or Bing, you want to ensure that after a potential customer clicks on your ad, they are enticed to stay on the page that you send them to. Your landing page should be developed with specific keywords and information that they find valuable. You are hoping to persuade a potential customer to click through to another area on your website that leads to a conversion. Typically, you’ll get better conversions by beginning with a landing page that describes your product or offer. Sending a visitor directly to a shopping cart or a page for registration will usually result in lower conversions.

More Conversions

Your landing page is designed for one purpose — to convert traffic into buying customers. Most individuals will not purchase a product or service without learning more about its benefits. Your landing page should be optimized with information that provides the benefits to your visitor. While you want to tell them how your products or services work, it’s more important to make sure that they understand all of the benefits. This tactic leads to more conversions. Typically, when someone is searching for a product or service on the web, they’re looking for an answer to a problem. You want to give them that answer and place the end result in their minds. As an example, if they are in search of a cleaning product for washing their windows, you need to supply them with the benefits of your product. These benefits might include no streaking, works in just seconds, leaves a bright shine and protects from water spots. These end results are pictured in the mind of your potential customer and makes them more willing to follow through with a purchase.

Better Metrics

A PPC marketing campaign with a fully optimized page will provide you with different types of metrics. These statistics will allow you to refine your landing page so that you can create even more sales. Integrating analytics into your landing pages gives you a great deal of insight into what’s working on your campaigns and what is ineffective. One type of metric that you’ll want to analyze is the initial bounce rate when someone lands on your page. If customers seem to be leaving right away, you’ll need to identify the problem and make adjustments. You may need to add more text, change your copy, try different images or add an explainer video. Having a specific landing page allows you to make these changes and measure the results. When you implement content that a customer wants, your conversions will move higher.

Targeted Keywords

You should be using SEO to lay the foundation of your keywords. However, you may have considered keyword phrases that are difficult to incorporate into your main website. By creating a specific PPC landing page that targets a longtail keyword phrase, you make it easier to rank for that phrase in the search engines. Also, you will help reduce costs for clicks as your page will match up with the keyword phrase that you are buying. Over time, these little adjustments ensure that you are driving in optimized and targeted traffic from all of the keywords and keyword phrases that you identify.

With every PPC campaign we set up we also create custom landing pages free of charge to maximize conversions. Contact us today to learn how we can help take your online marketing efforts to the next level.