In addition to bidding on your keywords for Pay-Per-Click campaigns, there are further foundations to set for a successful PPC campaign. Landing page optimization is arguably the most important part of an effective PPC campaign. (Read our previous entry detailing PPC ad and paid search results)
A landing page is the page a user arrives at when they click on a pay-per-click link. PPC links are found on search result pages, as well as in banner ads on journalistic sites and in email campaigns.
Increase Your ROI: Turn Web Traffic into Leads and Leads into Conversions
The more relevance between your keywords and the content on your landing page, the higher the chance a user gets what they’re looking for. This leads traffic to ROI conversions at a higher rate than misleading users in a PPC campaign and leading them to something that is irrelevant to their search.
Your Homepage is never a Relevant Landing Page
PPC campaigns are your chance to direct someone as close to conversion as possible without overwhelming the user. If you drop them off at your home page, your bounce rate will skyrocket, as a user will be distracted with too many options to navigate.
Relevance is EVERYTHING
Make sure your keywords, PPC ad copy, the headline and copy on the landing page all align in relevance.
One of the best things about creating a landing page is the option to design it specifically for a campaign, meaning you have full control of the level of relevance existing between the landing page and the PPC link and its keywords.
When the keywords you bid on match the content on your landing page, you get a higher quality score, and lower bidding costs for your keywords. Someone interested enough to click your PPC will convert if what they find with each next step maintains or grows relevance to their search.
Direct The Flow of Traffic. No Time to Stop and Smell the Roses.
Define a clear path for traffic to follow. When writing the static content for a landing page, it is not the time to present flowery writing or clever ad copy. A strategic landing page must administer an explicit call to action. Write in second person and deliver a concise persuasive message.
Make your first paragraph no more than two lines. Present the most crucial information at the beginning of a paragraph, as users’ reading patterns tend to skim the middle and focus on opening and closing lines.
A Few More Pointers to Consider
Maintain consistency, eliminate distractions, don’t be redundant, and don’t be redundant.