Don’t Neglect Your PPC Landing Page – Avoid Making These Mistakes
15 June 2020
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A lot of time and effort has gone into creating your ads for Google Search and Display.
Campaigns built. Keywords ready. Ad Copy approved.
Now you’re ready to launch, right?
No, lots of people make the mistake that if their ads are good enough, they’ll automatically get a great level of traffic and conversion rate.
Unfortunately, they’d be wrong there. And it’s all down to the landing page.
If your landing page is neglected, users can get to your site and immediately disengage with your brand. It may not provide the information they’re looking for or they could feel like the site looks untrustworthy.
In this article we’ll help you to look after your PPC landing page by highlighting 4 mistakes marketers make:
PPC landing pages are specifically tailored web pages that deliver all the information your customers need, whilst also pushing them to convert.
But some businesses are tempted to use one landing page for everything (generally a homepage). Creating multiple variations of a PPC specific landing page can help guide your customers through the conversion funnel.
The added benefit of improving landing page specificity is increasing its relevance to the user’s search term, therefore benefiting your keyword’s Quality Score in the long term.
Here are 2 examples of how you can vary your landing pages:
Knowing which one works best is difficult, which brings us on to mistake 2…
Best practice for your Ad’s account is to create a testing plan, helping you to gauge what ad copy resonates best with your customers.
Landing Pages are no different, and using Google Ad’s Drafts & Experiments tool you can easily set up a landing page test within the platform itself.
If you want to delve deeper into individual landing page performance, you can use Google Optimize. This works with both Google Ads and Google Analytics and helps you to further optimise your conversion rate.
Much like your ads, you should test your messaging to see which best resonates with your customer. This includes tweaking the Call To Action, geo-specificity and product specificity.
A trustworthy website is immediately obvious, right?
Psychologically our brains are geared to pick up on subtle clues subconsciously and therefore it’s difficult to quantify exactly whether or not a website is trustworthy.
There are more obvious ways, like keeping your website up-to-date (and not looking like it was built in the late 90s!).
But here’s a list of 4 key things you should do to build trust:
The final sin is focussing on Desktop and forgetting Mobile.
Mobile is by far the largest slice of the Google Search pie and you should be thinking about what experience your users have on mobile too.
4 things to think about with your mobile site:
Thankfully website builders like WordPress can help you build your mobile page with minimal faff with responsive designs, but do be careful when using external plug-ins that may not scale in the same manner.
Avoiding those 4 mistakes will help you get the most out of your landing page and help to increase your conversion rate.
Use this checklist to help you cover everything: