OK, so you have a pay-per-click campaign running, but you think it could be better. You are probably right. Consider where you are sending your potential clients… what is on that landing page. Does it do your product/service justice? Or is it more “ho-hum, seen it before”?
The most effective campaigns will have a dedicated landing page properly optimized for a specific product or service with a clear call-to-action. Do you want them to buy right there? Do you want them to fill out a form? Or would you rather get them on the phone right now? These are some questions to ask yourself when designing your landing page.
In order to have a PPC campaign that produces a high amount of conversions, leads, and sales, you need to have dedicated PPC landing pages that are optimized.
Here are some PPC landing page tips to getting the best bang for your buck with your campaign:
1. Make Customer Testimonials Stand Out
Is this the right product/service for me? What do other people think of this? Am I making the right choice? A real customer testimonial can answer all of these questions and seal the deal. Make it prominent, give it a unique design element. You can even make it a video. This creates trust between you and your readers.
2. List the Benefits. How Is Your Product/Service Better?
They are there because of what you are selling – you need to convince them why yours is better. Make sure your key benefits are listed out clearly, in a bullet list. This helps your potential buyer quickly determine whether or not they landed where they need to be… and whether or not your product or service is worth the time to buy or call.
3. POW! Catch Them with a Knock-out Headline
Take time to come up with an amazing headline – you have 3 seconds to capture your readers attention, tell them why they are here, and that you have EXACTLY what they are looking for. Use headline tools to test the effectiveness of your headline. (Have more than one killer headline? See Step 8.)
4. Keep it Simple, Silly!
This is a landing page – not your whole website squished into a page. Focus on the key points – this is to turn this prospect into a qualified lead – not to tell them everything that you are or what you offer. Keep the layout and content simple:
- Headline – strong and clear (remember, 3 seconds!)
- Sub-headline – support your headline with a compelling thought
- Pictures – these should show the benefits of why they are there
- CTA Buttons – strong and compelling
- Break up your content with Large Font Headlines
- Bullet Points – get to the point right away, list the benefits of your service/product
- Short Paragraphs – under 10 sentences, use simple words and thoughts that are easy to understand. Don’t use 10 dollar words where 2 dollar ones explain just as well.
- Image Captions – don’t forget to explain the pictures (not just for Google, but for your readers, too)
5. Be Yourself
Write as if you are talking to your reader face to face. Sound human. Your readers don’t want a robot, even on ‘paper’. Add some humor, too.
6. Get Your Facts!
Be real. Nobody believes “Your conversions will increase greatly” – but “Our clients have seen increases in conversions up to 30%!” Write compelling facts that mean something to your clients. Hard facts are the real deal.
7. Don’t Be Bossy
No one likes to be told what to do. So ASK your readers to act. Use a 2 line method: 1 line to ask, 1 line to reassure it’s the right choice.
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8. A/B Test
Come on, you think you hit a homerun right off the bat? Possibly. But to be sure, you should test it. Compare your headlines (Remember step 3? This is how you choose!). Compare your sub-headlines, your CTA copy, or even change up your benefits – which ones really matter to your readers?
Did you catch all of that? It’s a lot to remember, and it’s not easy to come up with the right formula to get the results you are looking for. However, these are the key elements to look at if you are trying to beef up your PPC campaign.
Want a hand? Give us a call: 800-871-4130 or fill out a form today.