The Importance of Landing Pages to PPC Success

Quick Summary:

Guests to your business’s home on the internet need a chance to get comfortable with your brand before becoming a marketing qualified lead.

When guests arrive at your holiday party, do you immediately throw them into the maelstrom of snacks, music, and tomfoolery? Or, do you let them get settled first? Landing pages are just as important to your PPC ad campaigns as a foyer is to your home. Give PPC ad targets a chance to take off their coat and get comfortable before introducing them to your business.

Visitors need to have a sense of control, whether they’re visiting your home or your website.  Visitors that land on your landing page experience the lite version of your website before they become fully immersed in your brand on your main website. They get a simplified offer, some introduction photos or videos that explain the offer or your business, and a clear, straightforward call-to-action as a next step.

They can take that next step or leave. If they take that next step, you get another chance to build the relationship between your business and that customer.

Capture and Engage Your PPC Ad Traffic 

Clean minimal designs will focus your PPC traffic audience’s attention on only the most essential benefits of your offer. You can even include richer multimedia like photos or videos to attract their attention. Keep your designs simple, only including the elements that are most likely to inspire them to take action.

One advanced technique is to use dynamic content on your PPC landing page. For example, you can set up the title of your landing page to dynamically use the search keyword that the user typed to find your page. That way, they see the symmetry between your search ad and the landing page. That connection that through-line is more likely to drive them to convert into a qualified lead.

Test and Adapt Your Landing Page Quickly and Efficiently  

Aside from being a simple page, your PPC landing page also offers you a unique testing platform outside of your more complicated main website. Instead of leaving your marketing teams at the mercy of your development roadmap, your marketing team can quickly make changes to the landing page constantly. That way, you can learn and use careful experiments to drive more conversions.

This is another reason why using trusted tools like Unbounce or Instapage is the best option. Rather than creating new pages on your website to welcome PPC ad traffic, landing pages can offer a more flexible alternative. It also means you can retire landing pages with a few button clicks after the campaign is over without worrying about 404 errors or redirects for your web development teams to create. 

Why Your Website Isn’t Right (At Least For Now)

If you already have a well-optimized website, you might be wondering why landing pages are important. Isn’t your website enough? It’s not that your website isn’t enough. It’s more that it’s too much to take in all at once.

Even an optimized website is likely to have multiple calls to action on a page. PPC landing pages are simplified, with only one primary CTA, which makes them so successful. Let your website be the landing page for other channels, such as your organic search campaign or direct traffic, but keep your PPC ad traffic focused on conversions with a landing page.

Focus Your Traffic with a PPC Landing Page

Guests to your business’s home on the internet need a chance to get comfortable with your brand before becoming a marketing qualified lead. PPC landing pages can act as that introduction, that foyer to your holiday party.

Give PPC ad targets a sense of control before they become fully immersed in your brand on your main website. Use a minimal design and a simplified offer to get them started before introducing them to the rest of your brand online. That helps them take the straightforward call-to-action as a next step and further build that relationship with your business.

Ready to get started? Reach out to 3 Media Web today to drive more qualified leads.

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