A landing page or destination page is, at its most basic, any web page that a person can visit or land on when browsing the internet. They are distinct stand-alone pages with a goal to generate conversions and leads.
Landing pages are created separately from the main site, so more often than not, there are no options to navigate out of the page. This quality of landing pages forces users to focus on the content tailored to the conversion goal. Featured images, colors, calls-to-action, and a lead generation form are all essential parts of a landing page to increase conversions.
Potential customers typically arrive on a landing page by following links from a variety of social media, email, and search engine optimized advertising campaigns.
Businesses that choose to advertise on search engines are more focused on increasing sales than raising brand awareness. As a result, their PPC traffic is different from their organic traffic and require different marketing strategies. Users who visit landing pages will either take action by calling or filling out a form, or decide to click out. Sometimes, the opportunity to convert PPC traffic is quite small, however, since a landing page presents limited information, visitors are rarely bombarded with extraneous information. If a landing page gets the right audience, those people will be more likely to take action.
Usually, landing pages are developed separately from main websites so that advertisers can do split tests of the content, calls-to-action, and other features to test and improve conversions without affecting the main website.
Generates data and insights
A landing page can identify the most efficient channel for generating leads, which is excellent for determining whether Google AdWords is the right fit for you or if you should consider advertising elsewhere. The insights generated by a landing page also helps in lowering costs per lead. By identifying the right call-to-action that will increase conversions, they can be used to enhance user experiences.
Improves paid search campaigns
If you have ever attempted to use Pay-Per-Click or advertise on Google AdWords, you’ll be quite familiar with its grading system, otherwise known as Quality Score. The following factors determine Quality Scores:
- Your ad click-through rate (CTR)
- The relevance of each keyword to its ad group
- Landing page quality and relevance
- The relevance of your ad text
The overall quality of your landing page is an essential factor that contributes to your Quality Score. The better your Quality Score is, the more value you get from your campaign since it lowers your cost-per-click rate without any jeopardies.
Google prefers to show ads that are most likely to solve their users’ problems. A landing page serves this purpose as it does not have excess navigation links and includes messages on the page that are designed explicitly for advertising campaigns. The information, therefore, is relevant, and there is a high likelihood for users to call your office or fill out call-to-action forms.
In addition to this, there are several things to avoid when creating a Pay-Per-Click landing page:
- Unclear call to action. Make sure that traffic is sent directly to a page where the desired action is defined. If you want your users to schedule a consultation, have a sizeable button that allows the customer to do so.
- A page filled with unnecessary visual distractions. A page overwhelmed with too many visual disturbances such as photos, flashing banners, and AdSense ads will likely not convert as well as you hope. Keep landing pages simple, clean, and straight to the point.
- Having a long or heavy description. A landing page shouldn’t be text heavy. Keep sentences short and simple, and try to convey your message using bullet points.
- Do not keep promises. If your AdCopy can’t be found on the landing page, you are blatantly lying and breaking promises. If you have a great offer in your AdCopy, make sure that it exists on the landing page.
- Having Long Forms. Customer information is essential to any business, but always keep forms as concise as possible. Only include fields where it’s significant to the existing transaction.
- Trust Indicators. Recognized and awarded businesses gain customer trust easier than those who aren’t, so don’t be afraid to highlight trust indicators on your landing page. For example, if a prestigious organization deems your business as one of the “Top Hotels in the World”, adding this indicator will undoubtedly help increase trust and conversion.
Pay-per-click advertising is something that should be very hands on. If you’re not managing it on a constant basis, you’ll be losing out on opportunities to improve, capitalize on successes, and increase the chance of spending money on fruitless campaigns. PrimeView optimizes targeted landing pages for the success of both PPC and SEO campaigns. Call us at 480-970-4688 to request a free quote.
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