The purpose of a PPC campaign is to get people to click on your ads to access a landing page. Getting people to click on your ad is only half of the battle since you need to create a high quality landing page that will drive conversions. Here are five design elements that need to be present to make a great landing page from any ppc campaign management services.
First of all, your landing page needs to make it easy to identify the brand. The name of your business and your logo should be prominently displayed, for instance in your header. Your brand was probably mentioned in the ad users clicked on and it should be clearly present on the landing page since potential shoppers will expect to find it. Besides, exposing potential shoppers to the name of your brand and to your logo will help them remember who you are.
A good landing page for a PPC campaign should not include too much information and shouldn’t be too busy. It is best to use a simple page that focuses on a specific promotional offer or a specific product instead of taking potential shoppers to your homepage or to another page with information on different products. People might not take the time to read all the content on you landing page, which is why it is best to create content that is straight to the point.
It is also very important to feature the deal or the product that was mentioned in the PPC ad. Potential shoppers will click on your PPC ads if they want to know more about a product, service or a specific promotional offer mentioned in the ad. You will get better results if your landing page gives more information on what was mentioned in the ad since this is what potential shoppers will expect to find.
Clicking on a PPC ad is a first action performed by potential shoppers but the design of your landing page should invite them to perform another action. If you are promoting a product that would be a good candidate for an impulse buy, featuring a prominent button that shoppers can use to complete a purchase can be a good strategy. However, it might be best to include other calls to action on the page, such as buttons visitors can use to subscribe to your newsletter or to like your page on Facebook.
Your landing page needs to include links that shoppers can use to learn more about your brand and your product. You should also list your contact information and encourage visitors to send you their questions. Internet shoppers usually do some research before buying something from a site they are not familiar with and you should help visitors find the information they need to get a better idea of who you are.
Ask yourself what kind of information and elements you would want to find on a landing page if you were a shopper. Keep track of how well your PPC campaign is performing and make some changes to your landing page if you see that your ads get a lot of clicks but that visitors do not complete purchases.