80% of PPC traffic goes to an existing website page, often the homepage, which often does not offer matching messages to the ad and causes visitors to wander around trying to find relevant information… and they won’t wander long – visitors typically only spend 5 seconds on a page before deciding whether to stay or leave! Landing page goals may include: completing a sale, gathering leads, up-selling or cross-selling, promoting a video, subscribing to an RSS feed/email list, increasing inbound traffic to your website, pdf downloads or increasing social engagement on Facebook/Twitter/LinkedIn/YouTube/etc.
A promotion-specific, targeted, stand-alone landing page can help you reach the following PPC GOALS:
- Higher Quality Score
- Higher Ad Rank
- Lower Bounce Rate
- Higher Conversion Rate
Elements to consider when creating PPC landing pages include:
Landing pages are best kept simple to minimize distractions and keep the visitor focused on what they were searching for and your desired action. Minimize unnecessary graphics and movement. Once the person takes the desired action, you can provide a path to view other pages/elements of your website. Fast download times are crucial, as well!
A very clear headline that matches your ad message reinforces for visitors that they have come to the right place – it was a “good click.” Also, make sure the title tags and description tags, reflect the headline and content.
Focused, Highly Relevant Content
Needs to be relevant to ad content, reflecting the words and meaning of your ad. Creating a strong message match on a landing page gives you a high quality score, lower CPC and better ad ranking.
Break Up Content
Use headlines and sub-heads for easy-to-read hierarchical structure. Cover Unique Selling Proposition (USP), a compelling overview of the product or service, a list of benefits or features, testimonials and directional cues.
Unique and Useful Content
Answer customer’s questions/info about product.
Use Highly Relevant rich media
Video or photography that shows the product or service in use helps catch attention on the page. Use one single relevant graphic or “hero shot.”
Simplicity helps build consumer confidence, reduces bounce rate and increases visitor engagement on the page.
One Interaction Point
Only promote one call-to-action. There should be a value exchange for completing the action requested on the page, so place a compelling call-to-action/Form above the fold to generate leads with a giveaway or strong offer. Design the entire page with this in mind.
Only Ask for Necessary Information
The form should be short with the minimal amount of information required, as visitors are not trusting when it comes to disclosing personal information. Use check boxes and drop-downs in forms as much as possible, rather than open-text fields.
Use a Confirmation Page
Use the confirmation page to engage more – market Twitter/Facebook, offer a free resource (white paper, etc.), ask them to signup for email newsletters, or redirect them to a different page.
Analyze and test different messages and offers. A stand-alone landing page is also easier to change and test than changing content on a page of your website.
– by Wendy Coulter, CEO