In this article, we are going to talk about a PPC landing page. You will get to know why landing pages are important, what are the relationships between landing page quality, cost per click, and advertising in general. We will dissect a perfect page structure so that you could implement your knowledge immediately and make your AdWords landing page more efficient.
Let’s start with the definition.
What is a PPC landing page?
A PPC landing page is a webpage where people get right after they click your ad. The URL of the landing page usually coincide with the final URL of your ad.
You specify a final URL for each ad. This is necessary to determine the landing page where the users are taken when they click your ad.
According to Google’s policy, your landing page and display URL (the webpage that is shown in your ad) must share the same domain.
User’s experience on your landing page is one of the factors that help to determine a keyword’s Quality Score. To provide better user experience, your landing page must contain useful and relevant information, be easy to navigate, and include all necessary links.
What is the relationship between PPC landing page quality and cost per click?
Let’s start with the definition again. Cost-per-click (CPC) is the amount you’re charged for a click.
Supposing you thought out everything to make your CPC optimal. To make the campaign cost-efficient you combined the auction-time ad quality, which includes expected clickthrough rate, ad relevance, and landing page experience. Plus the max. CPC bid, the Ad Rank thresholds, the context of the person’s search, and the expected impact of extensions and other ad formats to determine Ad Rank.
All these aspects are important. As you see, landing page experience and its quality are two of them. In other words, even if all other factors are perfectly combined and your ad appears at the right time before the target users, the rest depends on the landing page where people get after clicking the ad.
If the landing is wisely designed, it will perform its function and the user will do exactly what you wanted them to do. The takeaway is – your ad will pay off.
How to make a good landing page?
Now it’s time to discuss landing page design best practices and landing page tips.
We have already mentioned above that a landing page plays an essential part in turning clicks into customers. Just agree that when you click on the ad, you expect to land on a page that’s relevant to what you saw in the ad. What do you do if you don’t immediately find what you expect? You feel disappointment and hit the back button to leave.
Your PPC landing page must match your ad and keywords.
For example, if your keyword is “discount t-shirts” and your ad promises cool t-shirts at a 50% discount, then customers should be able to find and buy t-shirts at the reduced price on your landing page.
The text of your AdWords landing page should include the call-to-action in its text.
For example, if your ad encourages customers to sign up for a free webinar, then you might prominently place a sign-up form on your PPC landing page. The connection between your ad and landing page is the bridge between a potential customer and a purchase. The stronger it is, in other words, the more directly relevant it is, the bigger your chances of a conversion are.
Your PPC landing page should be mobile-friendly.
Many if not most of your customers browse the web on a mobile device. It will be challenging for people to find what they want on a smaller screen.
Test your mobile PPC landing page speed to see if it is too slow that costs you customers and make fixes to improve it.
Here are just a few effective mobile landing page design tips:
- Keep it quick
- Make it easy to contact you
- Make it simple to navigate
- Make sure your PPC landing page is easy to navigate
- Make it quick and easy for customers to perform the action you want them to. For example, order your product, call you, or submit an inquiry. Don’t make people search for information they need. Avoid clutter. Don’t place too many ads or pop-ups on your page.
- Put important information on top of the page. This way, customers will see it as soon as they enter the page and won’t have to scroll down to see it.
Your content must be useful and unique.
Provide useful, original information on your PPC landing page about the product/service you’re advertising. Be straightforward about your product or service and what it does. Consider adding reviews that show real testimonials from other customers.
A perfect landing page should include the following elements:
1. Your Unique Selling Proposition (USP).
Let’s break down the USP into page elements. Combined together, these elements will tell the story of your offer throughout the landing page:
a) The main headline. This is actually the first thing people see and read on your page. Make it clear. It must describe what a visitor will get from the page.
b) The supporting subheadline. Adding a supporting headline is a good way to keep your main headline short. It’s like finishing a sentence. The additional persuasive message must support the primary one.
c) The reinforcement statement. This is like a second headline. People don’t read the page, they scan it, so any titles you use stand out to a reader. The reinforcement statement is another page title where you can state the purpose of your page. It is placed about halfway down your page and is intended to add a mid-experience message that you want to communicate to your visitors.
d) The closing argument. This is one final chance to communicate the benefit of your offering. It backs up your main value proposition similar to the reinforcement statement. BTW, it should be coupled with a repeat of your call-to-action for a click-through page.
2. The Hero Shot. This is an appealing photo/graphical image/video of your product or service. It is designed to grab attention.
3. Benefit Statements (Bullets). Following the other elements available on your page, now you should draw the attention of your visitor. Highlight the benefits of your product/service here in plain form. Bullet points are easy for scanning. Your benefits should address directly to the people’s pains.
Detailed Benefit & Feature Descriptions. They support the brief benefit statements (bullets). Write about their purpose and benefit (the benefits first, and then add some feature details below if needed.) You may want to include imagery (screenshots, icons) here. It shows how each feature will look when being used.
4. Social Proof. Social proof is a powerful persuasive concept. Social signals illustrate that other people have bought/consumed/read/participated in, what you are offering and are happy with it.
Add real customers’ testimonials with names and face close-ups. Most of the users read them before taking a positive or negative decision as to the purchase.
5. The Call to Action. This is presented in the form of a standalone button on a click-through page, or as part of a lead generation form. Your CTA is critical to conversions as it’s the target of your pages’ conversion goal. That is why we recommend you think well about its design, placement, and message.
Now we are going to discuss each PPC landing page design element citing vivid examples.
Lead Capture Form.
The purpose of a marketing form is to gather personal data, but who is willing to share it? To gather information effectively, you need to mind the form’s design and the incentive you’re offering. A correctly designed form gives you a brilliant opportunity to increase conversion or improve the user experience.
Nobody likes to fill in the long forms, so try to reduce the number of fields or split your form over more than one page.
Here are the frequent reasons for abandonment issues. Check your form out to make sure to avoid them.
Too many open-ended questions that people have to ponder.
Dropdown menus that don’t include a viable option for the visitor. For instance: “What industry is your business in?” If there isn’t an answer available and you don’t provide a way out (like an “Other industry” option) then frustration can occur.
Captcha security input fields. This is when you have to read weird looking words or letters and type in what you think they say in order to proceed.
The takeaway is:
The way you ask people to complete form fields is as important as the information you are asking for. The clearer you ask the question, the more likely you are to get an accurate response.
You need to balance the size of the prize (your incentive) with the friction. The key to incentives is to use great content.
There are many incentives for a user to give up their personal information. Here are some examples:
- Webinar registration
- Newsletter registration
- Consultation for professional services
- Discount coupon/voucher
- Contest entry
- A free trial
- A physical gift (via direct mail)
- Notification of a future product launch
The takeaway is to make your lead generation incentives relevant to your audience and make them correlate with the level of friction involved to obtain the incentive.
By the way, you don’t always have to ask for an email address to give away your content. Some people prefer to avoid disclosing their email because they don’t want to get spammed. With this in mind, you can use a service such as PayWithATweet.com, which allows a visitor to pay for your content with a Twitter or Facebook share.
The takeaway is:
Using a variety of virtual currencies can increase your conversion opportunities by giving people a number of choices.
Seems like that’s it for the moment. Now you know how to create an effective PPC landing page or AdWords landing page. We’ve featured landing page design best practices accompanied by explanatory PPC landing page examples.
We sincerely hope that our list of landing page tips with great landing page examples will help you create a good landing.
Do you think we have missed something essential in our case study landing page? Your additions/thoughts/questions/experiences/whatever are welcome in the comments section.
Liked our perfect landing page design tips? Follow them, make customers do exactly what you want them to and share them with friends to boost their conversion either.