Pay per Click campaigns, using PPC landing pages, are a major traffic source for many websites.
It doesn’t matter if you’re using Google Adwords, Facebook Ads, or even sponsored Tweets. Your marketing budget will have a significant chunk set aside for advertising campaigns.
Of course, as you all know, setting up a PPC campaign is just the first step. You need to continuously review and adjust the campaign to make sure that you are getting the results you are looking for.
All PPC landing pages campaigns go through the same funnel, and you need to optimize each step.
PPC Landing Pages that Convert
First of all, you need to make sure that your ads are showing. If they aren’t, you might not be bidding high enough, or targeting the relevant audience, or have a low quality score, or any number of reasons that we won’t go into great detail in this post.
Next, people need to click the ads. If they don’t, perhaps the ads simply aren’t appealing enough.
And finally, people need to convert on your PPC landing page, which needs to be optimized for your PPC campaign.
Before we get into optimizing the PPC landing page for your campaign, we’ll quickly review the basics. What elements need to be included on your PPC landing page?
Must Have PPC Landing Page Elements
First of all, you need your unique selling proposition.
The one thing that sets you apart from the competition, and that makes YOU the best one in the field. No one else can offer what you can, and that makes your service the only posible choice. Of course, knowing how to write a persuasive landing page is half the battle.
Next, you need the Hero Shot, which, according to the Urban Dictionary, is “The best picture of a series, often chosen to represent the whole series.” This is the best image or video of your service or product, the one that will capture your visitors’ attention immediately.
Then you have the benefits of what you have to offer, and any testimonials that your customers have to offer.
Last, but not least – you have your single Call To Action (usually a button) that converts the visitors into actual leads.
But What’s Special About a PPC Landing Page?
When you create a landing page for your PPC campaigns, there are a few things you need to take into account.
First of all, you know exactly where your traffic is coming from. You know if it’s from an ad they clicked in their Google search results, or from a promoted post on Facebook or from Twitter, or even if they clicked a banner.
Secondly, you know what message they saw. You know if they clicked the ad for ‘The best drill ever!’, or if they clicked the ad that said ‘Drills Through Solid Titanium’, or ‘The durable drill that lasts forever!’. And just as you personalize your landing page with dynamic content, you want to personalize the landing page for the ad people clicked.
What does that mean? That means that you can tailor the content on the PPC landing page to suit the message that they saw in the ad. You can create a message, hero shot, and even a call to action that dovetails with the message they clicked in the ad.
Just think about it. If you clicked an ad for a power drill that drills through titanium walls (maybe you need to perform dental work on Optimus Prime?), which one of these drill images would you relate to more?
Think about the message in your advertising campaigns, and how it can be used to create a landing page that has the same message and feel.
Creating a PPC Landing Page in PageWiz
Creating a PPC landing page in PageWiz is just the same as creating any other page in PageWiz. You sign in, choose your template, and get to work with the right image and the copy. The important thing here is to remember that you are creating a landing page that’s specific for the ads you are running right now.
Here are two ads that I’ve created – one in Facebook, the other in Google Adwords. I’m advertising the same product (dog food), but each one has a different image and message. Note the difference between the PPC landing pages that each ads leads to.
Google Search Ad:
And here’s the landing page for the ad:
Whereas here is the ad in Facebook:
With the relevant landing page:
As you can see, each ad leads to a specific PPC landing page, which echoes the marketing message and the image used in the ad.
Avi Kaye is a social media marketing consultant for software startups. In addition to PageWiz, he also writes for himself on his own blog, in between numerous cups of coffee.