Looking to increase your pay-per-click (PPC) advertising campaign’s return on investment (ROI)? There are a lot of things that go into making a campaign a financial success. Your landing page plays a large role in the success of your campaigns.

People spend a lot of time optimizing their ad text, call-to-actions, choosing better keywords and all that, but your conversion rate has as much to do with your landing page as it has to do with your ad and keywords. It’s important to allocate the time and effort to optimize your landing page.

Optimize for mobile

The first thing you need to do is make sure that your landing page is optimized for mobile. A lot of conversions happen on mobile devices, and you don’t want to lose out on them.

Being mobile-optimized doesn’t just mean being mobile responsive. You have to think about how your landing page appears on phones, tablets and phablets and adjust it accordingly. For example, you might want to cut out some of the text and images on your mobile version. You could also make it easier to sign up by reducing information fields and by adding a one-click Facebook signup button.

A lot more goes into making sure your landing page converts well. One thing to remember is that often, more is less. You don’t want a cluttered landing page with too many elements that distract your visitors.

What to include on your landing page

Your landing page should include a strong headline that catches your visitors’ attention. A sub-heading can be used to expound on the main headline. You should then address a problem that people in your target audience face. Next, present a solution and the benefits of using your solution. Finally, include a strong call-to-action.

What many people fail to take into consideration is that a landing page might convert differently depending on where your traffic is coming from. People who clicked on your ad when they typed in one keyword might not be interested in the same thing as people who searched for a different keyword. It doesn’t mean that they aren’t interested in your offer; they may very well be, but you have to present it the right way. The same goes for individual ads; one landing page might convert differently depending on the ad through which visitors came from.

The PPC process is one where each step leads to the other: You must craft an ad and call-to-action that draws in people who search for a particular keyword, and then you need to craft a landing page that captures the attention of people who were interested enough to click on your ad. Finally, your offer must be targeted enough that people would want to sign up for your list or purchase your product. You might want to create different landing page versions for different ads and keywords.

Test, test and test some more…

Most importantly, make sure to constantly test your landing page. Do various tweaks and always do an A/B split test. This is the best way to find out what works and what doesn’t.

There are various words that are proven to convert. Consider using them on your landing page to increase conversions. These words should be consistent with words that you use in your ad text.

For example, if you are using the word “free” to attract people to sign up to your customer list, then you want to include words such as free, zero cost, risk-free, etc., both in your ad and on your landing page. Keep in mind that overusing the word free can decrease the quality of your list.

For more help with optimizing your landing page for PPC, contact us today!

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