Pay-per-click advertising (PPC) is an effective way for businesses to drive traffic to their website and increase sales. However, even with the best PPC management services, businesses can waste time and money if the landing page is not optimized for conversion. Here are some essential PPC landing page dos and don'ts to avoid costly mistakes.
DO: Have a Clear and Concise Headline That Matches Your Ad
The headline is the first thing visitors will see, and it needs to communicate the message of your ad. Ensure the headline is clear, concise, and matches the ad's message. This will help visitors feel confident that they have landed on the right page and are in the right place.
DON'T: Put Too Much Text
Visitors are unlikely to read a wall of text on a landing page. Keep the copy concise and to the point. Use bullet points and brief passages to make the text more scannable.
DO: Use High-Quality Images and Videos
Visual content is an essential aspect of landing pages. High-quality images and videos can grab visitors' attention and keep them engaged on the page. Ensure the images and videos apply to your product or service and align with your brand's messaging.
DON'T: Send Visitors to Your Homepage
Directing people to your homepage through PPC can negatively affect your campaign's success. It's better to lead visitors to a landing page that aligns with the ad's content. Doing so can improve the chances of conversion.
DO: Write a Clear Call-To-Action (CTA)
The CTA is a crucial element of your PPC management. It tells visitors what action they need to take next. Ensure that the CTA is clear, concise, and prominent. Use action-oriented language, such as "Get Started" or "Sign Up Now," to encourage visitors to take action.
DON'T: Have Too Many Distractions
A landing page should be focused on one goal: converting visitors. Don't include too many distractions, such as social media icons or links to other pages. Keep visitors focused on the CTA.
DO: Make Sure the Page Loads Quickly
A slow-loading landing page can increase bounce rates and harm your PPC campaign's performance. Ensure your landing page loads quickly by optimizing images, minimizing HTTP requests, and utilizing caching.
DON'T: Adopt a Complicated Form
PPC management entails creating landing pages that are user-friendly and easy to navigate. Using a complicated form can discourage potential leads from filling out the form, leading to a lower conversion rate. Keep your form simple, with only the necessary fields, and make sure it's easy to fill out on different devices, such as smartphones and tablets.
DO: Keep the Design Simple and Easy to Navigate
The form of your landing page should be simple and easy to navigate. Visitors should be able to find what they are looking for quickly and easily. Use white space to make the page feel less cluttered and ensure that the page's layout is intuitive.
DON'T: Use Generic Stock Images
Avoid using generic stock images, as they can negatively affect your brand's reputation and make your landing page appear less genuine. Incorporating high-quality visuals, such as images and videos related to your product or service, is advisable.
PPC landing pages are a crucial element of any successful paid search campaign. By avoiding frequent mistakes and following best practices, businesses can increase their conversion rates, improve their ROI, and ultimately achieve their marketing goals.
ForceFive Media provides PPC management services to companies that want to maximize their online advertising efforts. With a team of PPC, SEO, and web design experts, we can help you create effective landing pages that drive conversions and generate revenue. Get in touch with us today!