A PPC landing page is a standalone web page that you plan to use in an AdWords, Bing Ads or related paid advertisement. It is a dedicated page for the user to ‘enter’ once they click on a Google Ad.
Particularly good PPC landing pages typically contain only one target or objective for a focused campaign known as a Call To Action (CTA). Their simplicity — and relevance — is what makes dedicated landing pages one of the best ways to boost your paid traffic conversions and lower the cost-per-click of your PPC campaigns.
The Benefits of Landing Pages For PPC
The game-changing value of landing pages and why they work so well with ads can boil down to the difference between organic versus paid traffic.
Your website is primarily a way to attract organic traffic. Google selects and serves links on your site that are thought to be the best match for a particular search query, and these links selected by Google are typically placed below paid ads. This organic traffic is largely why you need a search-optimized website.
In contrast, with paying ads on Google Ads or Bing Ads, you can choose where to direct visitors, as your paid ad will typically be placed towards the very top of the SERP.
For example, you can choose to link this paid traffic to the homepage of your website, but this isn’t actually your best conversion option. Generally, content on your homepage — or even other site pages — often does not match the premise of your ads, and will not always contain info or a tailored call-to-action.
As advertisers inevitably learn, paying traffic referring to common web pages does not lead to strong conversations, leading to an increase in cost-per-click. This is mainly because visitors often can’t find what they specifically searched for on the generic page and typically bounce faster (signaling to Google that the user experience was negative).
On the other hand, if visitors click on a highly relevant landing page from an ad, they will find information that reinforces the ad ‘s promise, and they will find a distinct call to action or be persuaded to take the next step. By simplifying the available options you are helping to ensure a smoother conversion path.
The Anatomy Of A Strong Landing Page
Once you have decided to lower your cost-per-click and get better ROI on your paid ad spending with PPC landing pages, it’s all about creating them.
The best PPC landing pages contain 5 key elements, based on what we typically see with our clients:
- Strong images in context (including a ‘hero shot’ at the top of the page)
- A headline and a subheader
- A single, focused call to action that could either be a form or button
- Features and benefits of your offer clearly outlined
- Testimonials or social proof that supports your argument
AdWords Can Reward Relevant Landing Pages
Not only does a landing page allow you to present a focused, carefully selected call to action and customize your click-through experience to match the expectations set up by your ad, but if you match each PPC ad with its own hyper-relevant, standalone landing page, you could:
- Get a higher AdWords Quality Score (in turn boost your Ad Rank and Search Impression Share, getting your ads served up more frequently)
- Reduce cost-per-click
- Lower cost-per-acquisition
- Increase conversions on offers that you run with paid services
At The AD Leaf, we understand that not every business has the time to invest their full efforts into PPC Ads. To learn more about how investing in Google Ads can bring more leads to your business, contact us via our phone number, (321) 255.0900. Or, set up a consultation by emailing us at email@example.com. We look forward to hearing from you soon!