People use search engines to search for what they need. No brainer, right? So you want to make sure your brand and business shows up on those search results pages. One way to do this is with pay-per-click marketing (PPC).
The thing with PPC, though, is that if it’s not helping you get conversions, what’s the point of spending the money on it? PPC can be useful, but to get the most from it you need solid, optimized landing pages so when people click on your ads, they’re getting the information they expect to get. So we’ve whittled it down to the 2 essential qualities your PPC landing page should have to successfully guide your audience to what they’re after and get you what you’re after: more conversions.
You’ve heard about the importance of content in marketing, and PPC is no different. Content provides the information your audience is looking for. Therefore, when people click on your ads, it makes sense that the information they’re led to is the information they want. You can’t afford to have people click on your ads and not follow thru with a conversion because the content on your landing page isn’t what they expected to be led to. So having the content of your PPC landing page match the subject of your PPC ad is crucial to keeping traffic instead of it bouncing away.
Let’s take education for example. If a prospective student is interested in a particular education program, say cosmetology, and they see your PPC ad for your cosmetology program, they’re going to click on it expecting to be led to more information about that specific program. It follows that the landing page should be about your cosmetology program and not lead anywhere else, including the homepage. By having your PPC landing page take users exactly where they want to go, they are more likely to stay on your page and follow through with a conversion, which is what it’s all about.
EASE OF CONVERSIONS
The whole goal of your PPC campaign is to get conversions. So the easier it is for users to take the actions you want them to, the more likely they are to convert. Content is definitely what helps keep people on the landing page, but if the conversion isn’t simple, they won’t follow through and then you’re just wasting your PPC budget.
Using our previous example, if users are clicking on the PPC ad for your cosmetology program, they’re obviously interested in getting more information, and you want to provide them with an easy way to do so. That’s why we typically recommend providing a form on the landing page encouraging users to request more information. You still need content to inform users, but by providing easy access to forms, shopping carts, or sign-up pages, you encourage an ease of conversion thereby making the click worth the price you pay.
You have to spend money to make money, and if you’re using a PPC campaign, you need to get the most from your budget. That’s why your landing page needs a combination of engaging and informative content and simple means of conversion. By optimizing your landing pages, you will get greater traffic, greater conversions, and a greater return on your investment and really make your PPC campaign take off rather than being grounded.