How To Build An Effective PPC Landing Page

Dedicated landing pages are an essential part of any PPC campaign and sales funnel.

When they are done well, they collect information about your customers’ interests, needs, and preferences, track how many people clicked on each link, what keywords they used when searching for information about your product or service, and whether those clicks turned visitors into customers. 

That said, a high-converting landing page requires planning and effort. In this article, we’ll cover some of the best practices for creating an effective landing page experience for your next campaign!

Use Keywords and Phrases That Are Relevant to Your Product Or Service

Keywords are words and phrases that describe the content of your landing page. When you use keywords in your text, search engines like Google or Bing have an easier time finding your website. To ensure your landing page is found. by a potential customer, include relevant keywords throughout your text. 

Keywords aren’t just for SEO purposes; they also play a key role in determining how well your landing page performs. That’s why keyword research is so critical when creating a landing page. Use a tool like Google AdWords’ Keyword Planner to find out what terms are popular for your industry.

Include Calls to Action

Calls to action are the words or images that prompt users to click on something. These can be buttons, links, text boxes, or anything else that encourages landing page visitors to complete the desired action. Your landing page should contain several calls to action that encourage visitors to click through to your site, which could be anything from signing up for a newsletter to filling out a landing page form. 

Make sure that these calls to action are clear and concise; visitors shouldn’t have to guess what they’re supposed to do next. For instance, if you’re selling dog food, you might ask visitors to click on a button that says “Buy Now!” or “Learn More About Our Products.”

Have Clear Headings, Subheadings, and Content 

Let’s be honest: people aren’t going to read your entire content just to learn about your products or services. That’s why it’s important to use headings and subheadings for landing page optimization, so visitors can quickly scan the page and understand what they’re looking at. Make sure that all landing page headlines are clear and concise, and don’t overuse subheadings; only use them when necessary.

Be Consistent with Font Size and Color

When designing a relevant landing page, you want to ensure that everything is consistent across the board, and that includes font size and color. Use large fonts for headlines and text boxes, and reserve smaller font sizes for body copy. Also, avoid using bright colors unless you’ve tested them thoroughly; visitors tend to ignore bright colors!

Optimize Images and Use Video Content

Images can make landing pages look more professional and visually appealing, while also increasing the chances of being found by search engines. For the individual user, images play a big part in making a visitor feel comfortable on your site, which can lead to landing page conversions. Use high-quality images that look professional and relevant to your brand and avoid including large amounts of text within images. 

Also, video content is proven to increase engagement and make a big impact on conversions by increasing the length of time people spend on your page. If you choose to put a video on your landing page, keep the time no longer than 90 seconds. That’s enough time to convey necessary information, but not to bore your visitor into bouncing early. 

Add Social Proof to Solidify the Path to Conversion

Social proof is when users recommend your products or services. Adding social proof  to your landing page is a trust signal; if you’re trying to sell something online, having lots of previous customer reviews or testimonials for your product will help convince potential customers that they should buy from you instead of someone else. Be sure to add social media links so visitors can share your content across multiple platforms.

Use Compelling Content

Writing is one of the most important landing page elements. Make sure that your landing page contains engaging content that answers questions that customers may have. For example, if your company sells software, you could write articles that explain different features of your product. Or, if you sell health supplements, you could write blog posts discussing the benefits of taking certain vitamins.

Test Different Designs and Track Performance 

Don’t assume that your first design is perfect. There may be changes that you can make to optimize conversion rates, and different designs can yield different results. Try testing several variations of your landing page design to find the best-performing version. Track conversions, bounce rates, and other metrics to ensure your efforts are producing the intended results. There are several options available for measuring success, but Google Analytics is a popular choice.

If you choose to incorporate all of these key elements, you’ll easily create a high-converting PPC landing page for your next campaign.

Need some guidance for your next landing page strategy and search campaign? Reach out to us for help!

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