While everyone knows the importance of running a PPC (Pay Per Click) campaign, very few know how to make it stand out and even fewer know how to get those clicks converted to leads (customers). Most people focus on what they can do within the Google Adwords Portal and usually point the PPC campaign to some “regular” page on their website. Without the support of an optimized landing page your PPC campaign lacks the conversion support it needs to get your business new customers/leads. You need to have specialized pages created, which need to be optimized and checked within the tool provided by Google to help analyze how the specialized page (or pages) will perform. Getting your PPC campaigns, Google Adwords and landing page optimized is what will help you gain new leads and eventually better ROI. While this all may sound difficult, it is actually a pretty straight forward process to implement.

If your business provides a range of services, a landing page has to be created separately for all the different services to provide maximum lead generation. Additionally, your Digital Marketing service provider may recommend that you create a landing page that targets a specific audience for e.g.: For a real estate agent, landing pages need to be created that target just buyers versus sellers. 

The creation of a landing page may seem simple, but the many factors on the landing page i.e., the loading speed of the page, etc. is what makes the page conversion more effective.  The graph and points below detail out the important factors that go into the creation and resultant success of a landing page.

• Landing pages can generate 12 times more leads than a regular Web page.
• 70% of consumers admit that loading time influences their desire to buy.
• If your pages are taking more than 3 seconds to load on a mobile device, you’re going to lose a lot of potential customers.
• Research suggests that the important elements of a web page like a call to action (CTA), should appear above the fold. Generally, if viewers/visitors see the appropriate CTA placement link right in front of them, they are more likely to click or fill out the form for the call to action.
• Effective Landing pages convert more traffic because they are focused on one goal or call to action by providing information about a specific offer or item/service.

HELPFUL HINT: In order to have a successful optimized landing page, you need to have all the relevant information that you see in the related AD copy on the web page.  This means mirroring the keywords, contact information, details about the business, structured snippets and relevant content from your ad copy on the landing page as much as possible. 

NOTE: There are two versions of landing pages, one is a Desktop version and the other is an AMP (Accelerated Mobile Pages) version.  

The main purpose of a landing page is to have a visitor view all the relevant information on one page and make a decision to access the CTA (which is also on the same page) without having to search for ways to contact the service provider. This ultimately leads to new queries for your business/service and better ROI than running a run-of-the-mill PPC campaign. Landing pages are created keeping three key factors in mind: Awareness, Consideration and Conversion. 

In the case of PPC landing pages where usually a substantial media buy is in place pushing traffic to them, make sure your landing page checks all the boxes in the list below:

Landing Page Checklist

1. Page Load Time
2. Call-to-action (mainly phone number) button on every scroll
3. Query form on top banner
4. Main heading should be in H1 tag
5. Other subheadings should be in H2 tag
6. Put SEO friendly unique textual content
7. Put good quality relevant and optimized images
8. Put alt content in all the images
9. Put meta tags
10. Put Google Analytics code and all other conversion tracking code used on the website
11. Make responsive design
12. Create AMP version of the page
13. Put testimonials and/or clientele section (whichever fits)
14. Put service explainer video (if available)

The image below illustrates what many free and/ or paid landing page optimization tools can provide you to further improve and eventually validate the success of a  landing page’s optimization.

As a part of its Pay-Per-Click services, The Digital Wow, powered by Consult PR.net offers its clients Landing Page Creation services that can help you have a Higher Ad Quality Score (thereby, leading to a lower cost-per-click in your campaign), gain higher lead generation and increase your ROI. Creating Optimized Landing Pages is a one-time investment that costs very little to implement but plays massively into successful conversions and outcomes. https://www.consultpr.net/contact-cpr