When it comes to PPC landing pages the number one rule is relevancy.
Google wants to see that your landing page relates to your ad copy, and so does the user clicking on your ad.
Choosing a page that is most closely related to the components of your ad group will not only help improve your quality score but the customer journey will also be as streamlined as possible, which should lead to more conversions.
If someone is searching for a particular product then send them to a landing page that sells that product. If they are browsing for a type of product then send them to a category page with many different, related products for them to look through.
For lead generation campaigns, rather than eCommerce, you could create a bespoke landing page with a clear call to action (CTA), rather than sending the user to a services / information page on your site.
When creating a page like this there are many best practices to follow and elements that you should consider having on the page:
- Your USP – why should the visitor contact you over your competitors?
- The hero shot – show the user what your page is about straight away.
- The benefits you are offering – what will contacting you do for them?
- Proof – include proof / trust indicators to help the user believe in you.
- CTA – show the user exactly what you want them to do – contact you! And make it really easy for them to do so.
The design of the page is also very important and there are some tricks that you can use to draw the user’s attention to the important parts of your page:
- Encapsulation – create a window in which your CTA is the view.
- Contrast and colour – one of the best ways to make important elements stand out on your page is to use contrast.
- Directional cues – visual indicators that point to the focal area and guide your visitor’s eye towards your conversion goal.
- White space – use white space / blank space to allow your CTA to stand out from its surroundings and give the eye only one thing to focus on.
Another important part of the process is testing. Once you choose a landing page for your ads, make sure you monitor performance and track conversions to see what works and what doesn’t.
If the page is not working as well as you’d hoped, and you’re confident about your choice of keywords and ads, you could try another relevant page on your site and A/B test it against the old one. Or make tweaks to the landing page that you have created to see if you can improve conversion rate.
Featured image sourced from UnBounce.