Landing pages are a key component of a successful PPC campaign. There are a lot of different variations that your page can utilise. A PPC landing page can often differ from SEO options that are more geared towards pleasing search engines. Here’s a few tips to make your PPC pages stand out from the rest as well as lead to more conversions. 

A Clear & Relevant Headline

Your headline is the first thing visitors see, it needs to draw the attention of the viewer and hold it. Ideally this should immediately communicate the offer and match the ad copy they clicked on. Continuity of relevance and brand style is key to not confusing the audience and reducing bounce rate.

A Focused Call-to-Action (CTA)

Your CTA should be as clear as possible. Above the fold is key, you need your audience to know what you want them to do, as soon as they land on the page. Try to make it bold, clear, and repeated at strategic points on the page to encourage the user to take action. Whether it’s “Get Started,” “Download Now,” or “Get In Touch” make sure it stands out visually.

Benefit-Driven Copy

Your landing page should address the pain points of your user. It needs to clearly explain the value of your product or service, and how it can fix that pain point. Focus on benefits, not just features. Why should someone take action right now? If you have an offer, promote it, if you have a way to help them instantly, highlight that. Try utilising bullet points so your key details are easily scannable. 

Trust Signals

Your users want to know that your business is reliable and trustworthy. One way to easily show and promote this is to include trust-building elements like:

• Testimonials
• Reviews
• Security badges
• Client logos
• Industry certifications 

High-Quality Visuals

Images and videos can be a great way of conveying your product and services in more detail. From a creative standpoint it can break up text, and keep users more engaged. Ensure they’re relevant and small in size to prevent lag and slowing down the page speed.

Mobile Optimisation

We now live in a mobile first world. Meaning the vast majority of your traffic will visit your site on their phones. Making sure your site is set up to change layouts, images, text blocks etc to fit each mobile size ensures that users do not get half a screen or anything in the wrong order. Having a page designed for mobile also ensures that your page loads quickly, preventing a higher bounce rate.

Fast Load Speed

We are all guilty of waiting for a page to load and then giving up. Even a few seconds of delay can increase bounce rates on your site. Take a look at how quickly your page loads, if it isn’t within a few seconds, make sure to review what is slowing it down and address this. 

Final Thoughts

Finding that your campaigns are producing clicks but no conversions? This can be a common situation if your landing page isn’t designed for PPC. Not sure where to get started or need some guidance? Contact us today!