Tips for Landing Page Success in PPC
The key to successful landing pages for Pay-per-Click (PPC) Internet marketing campaigns begins and ends with testing, measuring and tweaking constantly. This is more crucial than ever since keyword bid rates are rising and competition is fiercer. According to Jupiter Research (www.jupiterresearch.com), 61% of small-sized companies, 65% of mid-sized companies and 72% of large companies will increase their PPC spend over the next 12 months.
Did you know it takes an average of 4-8 seconds to get a potential customer’s attention with your landing page? Not long, right? If you do not capture their attention in that amount of time with a good landing page, they will most likely leave your landing page instantly. This can cause high bounce rates to occur.
Targeting landing pages to ONE SPECIFIC TOPIC OR THEME with a CLEAR CALL TO ACTION is best! You may start your testing with 3-4 different landing page variations based on 1 main landing page with 1 specific theme. After running these landing page tests for at least 2 weeks (sometimes longer to confirm data, especially if it is not a heavy traffic industry), you can then narrow them down to just 2-4 ads with the 1 landing page that is performing the best per campaign. It is best to concentrate on landing pages receiving the most traffic and conversions. If they are not receiving good conversion rates, then I suggest pausing or deleting them.
A good place to start testing is with a sign up button. Start testing 1 simple landing page but have the sign up button be a different message (i.e. a button in red in the middle of your landing page can have 4 different messages such as “Sign Up Now!” “Start Now!” “Click Here to Learn More” “Click Here to Sign Up” and “Click Here to Read More”). You can also test 1 landing page with different simple content variations within your landing page, different text size and font and different simple headlines. You can also use specific website pages as landing pages and test them with different graphics, font, quotes, text, etc. And, you do not always have to have a form on your landing page in order for it to be successful. Sometimes, in certain industries it is better for them to read more information and then sign up if they want to by clicking to another page where a form would be located.
Now, you may ask what items should be incorporated into each landing page. Well, here are some important items as follows:
1. a testimonial or quote to validate your product/service and add credibility
2. 800 x 600 resolution size
3. create a clearly defined path (i.e. a sign up button or something like this in the center of your landing page that stands out and leads to a sign up form)
4. make your text specific to 1 particular product, not generalized to many different products
Monthly ad spend for successful results depends on your product/service, industry, competition and traffic…this is why testing is very important. Since bid rates and competition can change daily, you can count on one thing for sure, TESTING, MEASURING and TWEAKING is here to stay as a major part of successful PPC campaigns.
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