Bypassing the casual internet shopper, PPC ads are designed to attract those who are already searching for what you have to offer — and are primed to convert. But to fully capitalize on this potential, you have to pay just as much attention to your landing pages as your ad copy. Here’s how to design high-converting pages for your next digital ad campaign.
Persuade With Punchy Copy
Your landing page is — or should be — different from a general information product or service page. It needs to help visitors navigate the customer journey with a crisp headline, helpful subheads, concise and convincing body copy and appealing, actionable CTAs (more on that below). These leads are already interested in learning more about your product or service. Now, you just have to convince them to take the next step — whether that’s to book a demo, download an ebook, sign up for a newsletter or make a purchase. Use persuasive and emotional storytelling to highlight the benefits of your offering. But remember to also keep your messaging short and sweet — visitors won’t linger reading or watching anything that doesn’t clearly and concisely lay out what’s in it for them.
Create Actionable CTAs
A call to action (CTA) should use straightforward and action-oriented language, and CTA buttons should jump out visually on both desktop and mobile. Best practice: Include your CTA language and a button above the fold — and at least once more toward the bottom of the page.
The Need for Speed
Nearly 70% of consumers say that page speed impacts their buying decisions. Speed test and engineer your landing page for lightning-fast image and video load times, and make mobile your priority. Roughly 57% of people use smartphones to browse the internet, while only around 40% use desktops. If you don’t optimize your PPC landing page for mobile, you risk cutting your leads by more than half.
Test Your Way to Success
Most people are aware of the importance of A/B testing their PPC ads, but you should do the same for your landing pages too. Test headlines, different versions of your CTA and even details as small as button placement to see what produces the best results.
Let Your Customers Do the Talking
Often, what others say about you carries more weight than what you say about yourself. And you can use the great reviews that you’ve encouraged your customers to leave on your website or social channels to boost the effectiveness of your landing page. Highlight key testimonials, showcase your five-star reviews and include snippets from your most enthusiastic customers. However, be sure your reviews don’t distract from your unique selling proposition and CTA. They’re a supporting player on your landing page, not the star of the show. Kymera’s review and reputation management system encourages satisfied customers to leave online reviews and directs any issues to your attention for resolution.
Integration With Direct Mail
An integrated marketing strategy helps you reach your target audience where they are at that moment. And while landing pages are often associated with Google Ads and social media ads, you can use direct mail to add a highly personal touch to your campaign and direct recipients to a personalized URL (PURL) with a scannable QR code that lets you track your campaign results. The same principles apply whether you’re creating a PPC or direct mail landing page: Focus on customer benefits and use clear, persuasive language.
PPC Like a Pro
A successful PPC page is optimized, routinely tested and updated based on real-time results. The experts at Kymera can do the heavy lifting with professional website and content development, direct mail, review systems, lead tracking and more. Contact us today — we’ll put more punch into your next PPC campaign.
Sources
https://blog.hubspot.com/marketing/page-load-time-conversion-rates
https://gs.statcounter.com/platform-market-share/desktop-mobile-tablet
