PPC Landing PagesNovember 6, 2018 Peter A. Liefer II
The landing page is where people will “land” when they click your ad. It is an important part of your Pay Per Click campaign.
Each ad should include a URL that takes people to a page that is highly relevant to the keywords and the ad. The URL must share the same domain as your website. You can’t direct users to a landing page on a different website.
Landing Page Experience
The landing page experience is the measure of how well your landing page gives visitors what they’re looking for when they click on your ad. This is important because it helps determine a keyword’s Quality Score. (See About PPC Keywords)
Google Ads analyzes this experience by using both automated systems and human evaluation. To get a good score on the landing page experience it should:
- Offer relevant, useful and original content
- Offer transparency about your business
- Promote trustworthiness of the site
- Be easy for visitors to find your contact information
- Be easy to navigate on both mobile and desktop
- Have a fast loading time
This analysis of your landing page affects your Ad Rank and consequently your Cost-Per-Click and position in the ad auction. Your ads will show less often or even not at all if they take people to a website that offers a poor user experience.
For this reason, it is important to have a PPC professional create your landing page. At PrimeView we keep all these elements in mind when designing your landing pages.
A whole different animal
A landing page has one purpose, and that is to convert. Your landing page should do only one job. Lead visitors to do ONE specific action such as, buy a product, sign up for a service or download an eBook. Whatever the action is, the landing page needs to focus on that and not try to do any other job.
The path to conversion should be free from distractions, such as navigation bars, buttons or other links, footers, and sidebars. Anything that pulls your prospect away from the conversion path.
As you can see the landing page is a whole different animal than the typical webpage or blog post. It requires professionals to craft it for maximum effectiveness. For even more results, different versions can be created, each with a different target in mind.
When creating your landing pages, PrimeView will perform A/B testing. By running a simultaneous experiment between two or more pages, we can see which performs or converts the best. When we run a test, we can try different headlines, photos, calls to action, adding a video and create different versions.
The A/B Testing process is continuous because your page won’t stay optimized. There are always small steps to take, tiny variables to change, that will affect the page’s conversion rate as the internet landscape changes.
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A PPC campaign is one of the most powerful marketing tools on the internet. When done correctly, it is a strategic way to attract visits to your website. Contact PrimeView now and let’s talk about how PPC and other digital marketing services can increase your leads, conversions, and revenue.