One of the truly fantastic things about paid search marketing (or pay-per-click/PPC marketing) is the level of control you can have over your ad content. Not only can you craft keyword-specific ads that are relevant to your business, you can also use specific URLs in order to funnel clicks to the exact web page that speaks to the ad. This way, those who click on your ad about your “Portland dog grooming services” can land on your web page that outlines dog grooming costs, what’s entailed in a groom and more.
However, it isn’t enough to write the ad, receive a click and have a user read more information – you want that person to convert. Conversions can mean filling out a contact form, making a phone call or booking an appointment online. This is where PPC landing pages come in.
The Importance of PPC Landing Pages.
Simply put, when you use customized landing pages for your ad campaigns, you increase the potential for more conversions and lower your cost-per-click. How does this work? Your landing page should include relevant content that is directly related to your ad. Not only will this reduce bounce rate, it can result in a higher Quality Score and Ad Rank (bringing down the cost-per-click).
Landing Page Tips
It’s important to keep in mind that, like any web page, landing pages should be user-friendly and relevant. Think of them as a virtual storefront for the ad they represent. Some of the most important things to keep in mind when designing these pages are:
- Build trust from the start. If someone clicks on your ad for mobile dog grooming, they should be taken to a landing page with a Mobile Dog Grooming headline and supporting images, perhaps even a nice testimonial from a happy mobile dog grooming customer. You don’t want someone to wonder if they clicked on the wrong ad by mistake.
- Keep your layout & content concise. If you want optimum conversion for the dog grooming part of your business, don’t add information on the landing page about the parakeets you have for sale.
- Include a call to action. Make it easy for people to understand what they can do once they land on your page. Can they fill out the form? Book an appointment? Be sure to include an easy to understand contact form as well.
- Don’t forget your focus! Include keywords in the title and the content, but don’t overwhelm the page with too much content. Sometimes beautiful images can say much more than five clunky paragraphs of text.
If you have already embarked on a PPC campaign, be sure to take it to the next level with landing pages to save money, improve your quality score and, most importantly, increase conversions.
We invite you to learn more about Mad Fish SEO’s Paid Search Services.