Creating Landing Pages for PPC

Creating Landing Pages for PPC

By Sadie on May 23, 2012

PPC Landing Page optimisation

SEO Creative offer a range of services including Search Engine Marketing and PPC. PPC (Pay Per Click) advertising can be quite expensive depending on your industry and competition so getting a Return on Investment is very important.

 

PPC (Pay Per Click) advertising most commonly refers to Google sponsored ads (Adwords) , however it refers to many different areas of advertising from Social Media Adverts (Facebook, You Tube, LinkedIn) to some affiliate advertising. The principle remains the same, for every click your ad placement receives you pay the set amount, this may be a fixed price as per an agreement or it may be within parameters set by your self and the publishing network.

PPC only works if the money you make provides a good enough ROI, there is no point paying out a lot of money if the traffic is not converting or if the cost for advertising does not equal the profits. There are a number of ways you can increase ROI on a PPC campaign, such as setting the correct keywords and demographics. But today I am going to look more into landing pages for PPC.

 

PPC Landing Pages

PPC traffic is much more targeted than organic or referring traffic, the nature of PPC is that it is much more sales driven and as you have full control over the display ads it is important to get your landing pages correct.

Many people will not set up proper landing pages for their PPC campaigns, no matter where your traffic is coming from it will convert much better if you have a specific landing page. A quick fix we see a lot of companies do is link the ads to an already established landing page on the website rather than the home page, however these landing pages are often set up for SEO traffic or direct traffic and are not as sales driven and are still fairly generic depending on the keyword the user has found you with.

Landing pages for PPC only

The best thing for converting traffic is to have specific landing pages that are only used for PPC, these pages are not linked to on the site and will not come up in the search engine results. This way you can target the user based on the parameters set for each specific ad group, this may be keywords, geographic location or even demographic.

By having these pages set up you can measure the results much better and depending on the keywords or platform the user has found the site through can direct them to a conversion.

Organic traffic needs a certain amount of content for it to do well in SEO, PPC traffic does not need this so you can be much more direct with the use of language and include more images that may help the user convert.

Follow the PPC message through to the landing page

With most sponsored and PPC ads you get a lot of control over the ad text, this is a great opportunity to sell yourself, improve click throughs and highlight any USPs (Unique Selling Points) of your website. You may use PPC to highlight offers such as 10% off etc.

Having this control over the initial message is great, however, very few website owners follow through with this message onto their landing page. If you are offering the best prices your landing page should reflect this, if you are running a competition or a one time only deal then this should be displayed not only on your PPC ad but on the landing page. We have seen many companies just direct users through to a product or category page when their ads display a ‘free item’ etc.

Not only will this confuse the user, it creates suspicion as they wonder if the ad they clicked on was just to get you to the website. By re creating the message in your display ads this offers the user continuity and can help conversions.

Landing Pages for demographics

In Google the type of keywords you choose for your campaign will identify your demographic to some extent. Social Media platforms such as Facebook and LinkedIn are also making a decision on the type of person that will click on the links and many networks will let you set particular parameters such as ‘male/25-35/married/employed’ etc and on Linked In you can even choose their position in a company.

Keep this in mind when setting up landing pages for PPC, as a director of a company clicking on a LinkeIn ad will have certain expectations of the type of language and presentation the landing page will have.

If you are using keywords that are targeting a consumer for a product then the landing page is a good opportunity to sell to them, if it is a geographic keyword then adding imagery or language that represents the region is a good way to increase conversions.

For a SEO campaign you really have to spell out what it is you do for search engines to understand it, many professional services have to come to a compromise as this can come across condescending to their clients, but with a PPC campaign you don;t have to worry about this and you can use the best language for your target audience.

Quality Score of PPC Landing Pages

For Google Adwords you bid a certain amount to help you get more prominent positions and then only pay when the ad is clicked, other fields can help you pay less per click and still get good positions such as your landing page quality score.

PPC Quality Score

By setting up a good landing page that is relevant to the ad and the keyword, not only will this provide continuity for the user and improve conversions, but it will increase you quality score. A better quality score will give your campaign more weight in Google and enable you to get better results for less money.

 

If you want to discuss how we can help you get the best ROI from your PPC campaigns then please contact us today.