Why you should be using Landing Pages in your PPC Campaigns.
Are you driving traffic from your PPC campaigns to your website home page? This is an all too common mistake that many PPC marketers make. Read on to learn why having customized landing pages is much more effective in driving conversions from your PPC campaign.
What is the difference between a landing page and a website?
The main difference is the intent of the visitor.
A website is a broad overview of your business. (sample website, notice all the pages vying for your users attention)
Websites usually have multiple pages your visitors can click on such as Home Page, Products and Services, About Us, Reviews, Contact Us etc. Most likely a visitor to your website knows something about your business and was led to your website through a link, a business card, or referral from a friend. These are people that are looking for more information about your business and they need to be nurtured with all the information your site has to offer.
Landing pages are made specifically to convert visitors in to leads.
A Landing Page is solely designed to focus your potential customer’s attention to the action you want them to take such as a phone call, or form fill. A landing page is free from distractions that direct new visitors to other areas of your site. A typical website will have multiple pages such as a Home Page, About us Page, Links to social media profiles, Reviews Page, Services Page and much more. How can you convert a visitor to a customer with all of those distractions? The fact is you can’t. You need a focused landing page to remove the distractions and convert visitors to customers.
What are the advantages of a Landing Page?
An effective landing page is closely grouped with the keyword, and ad copy. For example there are 2 pest control companies running PPC campaigns. “Acme pest control” is running ads on the keyword “Rat Control in Santa Barbara” Visitors that click on the ad are directed to the home page of Acme Pest Control’s website where they are presented with information about pest control, all of the areas they serve, about the company, links to their social media profiles, and links to other pages in their site like services provided, reviews etc. Some visitors to the site will end up hiring “Acme Pest Control” because they are a pest control company that mentions Santa Barbara as part of their service area. But many visitors will bounce back out when they don’t find exactly what they are searching for. The other pest control company in our example is “Smart Pest Control Company” when a visitor searches for “Rat Control in Santa Barbara” Our example company- “Smart Pest Control Company” is running an ad that says “Top Quality Rat Control in Santa Barbara-20% off today” Visitors that click on the ad are directed to a landing page has the “20% off Rat Control” offer prominently displayed, and the content of the landing page is focused on “Rat Control in Santa Barbara”, the Phone number, and form fill are displayed prominently on the page. This focused messaging of landing pages results in conversions much higher than a website. There have been studies showing up to a 115% higher conversion rate
An additional advantage of Landing Pages, is they can more easily be updated and changed for A/B testing purposes than a website. A/B testing refers to alternately serving up 2 different landing pages equally for keyword searches. You should always be testing your campaign to progressively improve conversion results. Sometimes, minor tweaks such as the colors used, or ad messaging can have a big impact on PPC conversion percentage.
When you want your PPC dollars to get the best ROI make sure and implement well designed, message-focused landing pages in your campaign, instead of wasting valuable leads by directing them to the home page of your website. If you need help putting together a highly effective digital marketing program that is focused on converting visitors into paying customers contact Pacific View Marketing today.
Author Evan Means
Evan is the co-founder of Pacific View Marketing who brings over 15 years of digital marketing experience. He enjoys helping businesses grow through digital marketing programs. Evan has worked with both small businesses and large regional companies looking to build their online presence. When he is not working on digital marketing, he can be found mountain biking or out on the ocean paddle boarding.