Creating a PPC landing page that converts is a common challenge as the digital marketing world is constantly changing. So if you’re wondering, “How do I create a PPC landing page that actually converts?”, in this guide, we’ll unravel the strategies and best practices to ensure your landing page not only captures attention but transforms visitors into valuable conversions.
What Is a PPC Landing Page?
A PPC landing page is a dedicated web page designed for paid campaigns on platforms like AdWords or Bing Ads. Essentially, users land on it after they click on a pay-per-click (PPC) ad. It focuses on a singular Call to Action (CTA), making it a potent tool to increase conversions and optimise the cost-per-click of PPC campaigns.
What is PPC Conversion Rate?
The PPC conversion rate is the percentage of users who take a desired action after clicking on your ads. Whether it’s making a purchase, filling out a form, or another specific action, a higher conversion rate indicates campaign success in driving meaningful results for your business.
How Do I Create a Landing Page that Converts?
Crafting a high-converting landing page involves adhering to a few PPC landing page best practices. Here’s a concise yet comprehensive guide:
Maintain consistency in messaging, tone, and brand voice across your campaign. A seamless transition from ad to landing page gives user experience and credibility a boost.
Keep It Simple
Make sure the user journey is as straightforward as possible. The landing page is your ‘shopfront,’ so it’s important that the messaging is clear and not overly convoluted. Use clear links and eye-catching buttons, and consider implementing a chat tool for direct customer interaction.
Use Clear and Concise Headlines
Make sure you craft headlines that are easy to read and understand, and that the rest of your PPC landing page copy. One of the key components to keep in mind is that the value proposition and the key messages need to be communicated clearly to ensure success.
Forms are very important for gathering leads, and you can optimise them by ensuring there are blank spaces and compelling CTAs. Always design for mobile first to improve user experience, and remember to A/B test different form elements for optimal results.
To truly understand your audience, you’ll need to conduct user tests. It’s recommended to test everything, from your ad copy to your landing page content, CTAs, and forms to continually refine your approach.
Optimise for Mobile
Put mobile users first by keeping content concise, using clear fonts, making CTAs stand out, and incorporating click-to-call functionality. Chances are, a high percentage of your visitors are going to discover your ad while using their cellphone or tablet, so responsive design or mobile-specific landing pages are recommended.
Make use of trust indicators, such as case studies, testimonials, press mentions, client logos, and positive reviews. Place this information strategically to showcase your great reputation, and help you build trust with potential customers.
Keep Key Info Above the Fold
When you look at really good PPC landing page examples, you’ll notice that they’re highly actionable, you’ll need to put some thought into where you position this information, so it’s always highly visible. Place critical information, especially the Call to Action (CTA), at the top of your page to avoid unnecessary scrolling.
Use Captivating CTAs
Keep your call-to-actions (CTAs) short and sweet, create a sense of urgency, personalise the message, and make use of contrasting colours. Regularly perform A/B tests so various elements, such as placement, style, colour, and text are always well-optimised.
Increase Your Site Speed
Most visitors will bounce if a page loads too slowly so to prevent a high bounce rate, you’ll need to increase your site speed. By using Google’s PageSpeed Insights, you can identify areas for improvement in site speed and user experience.
Use Compelling Visuals
Give the engagement rate a boost by incorporating images and videos that complement your headlines and copy. Visual cues can help you to create a more immersive experience and encourage user interaction.
PPC landing pages that convert
Crafting a high-converting landing page involves a strategic blend of consistency, simplicity, clear communication, mobile optimisation, trust-building, and compelling visuals. By adhering to PPC landing page best practices and continuously testing and optimising, you can ensure that your landing pages maximise their potential, effectively turning PPC traffic into valuable conversions. If you’re ready to upgrade your landing pages, contact Yellowball today! We’re a web design and development agency based in London, UK.