In a previous post we discussed the importance of landing pages in a PPC campaign
and why it is necessary for a PPC advert to link to the most relevant page on your website. To recap, a landing page is the page visitors are directed to after they have clicked on a link or an advert. The aim of a landing page should be to convert the lead, and the landing page should contain content or products relevant to the advertisements copy.
With PPC, the campaigns landing pages can make or break the campaign. Since the advertiser is paying for traffic to their website, it is important that the highest possible percentage of visitors convert in order to ensure maximum ROI. This is why clear calls to action one of the most important elements on a landing page. Testing and tweaking also plays a big role in the success of a campaign.
A few tips to ensure higher conversion rates
Provide the visitor with sufficient information to make a purchase decision. Web copy should be to the point and easy to read. Online readers tend to scan copy, so bold the key-phrases you want visitors to pay attention to.
Provide the visitor with easy access to other parts of your website by making use of linking within your landing pages copy. Tell the visitor what you want them to do and make it easy for them to take action on your website.
Test your landing pages
If you are running a PPC campaign and are striving for maximum ROI, you can test different landing pages and ad combinations to see which one performs the best. Play with colours, the layout of the page and different copy.
Do you need help with your campaigns landing pages or would you like determine the effectiveness of your PPC campaign? Ask the AlterSage team!