The Significance Of PPC Landing Pages

You could have the best PPC campaign in the world but if your PPC landing pages fail to meet the mark then you could be throwing your money away! Another top tip from Bristol’s digital marketing agency Visionary Media.

If your PPC account just isn’t converting, then your landing pages could be the key to unlocking and boosting your online success. Securing that all important click is only one part of the conversion journey – what your visitor sees once they arrive at your site could change everything.

Is your page relevant?
Does the page represent what your ad promoted?
Have you made it easy for them to find what they are looking for?

If the answer to one or all of these questions is no then it’s time for a change!

1. Relevance

Relevance is of paramount importance when it comes to your PPC landing pages. If you have a high bounce rate on your landing page then you know that it isn’t relevant enough to the search term, keyword or ad used to get there. It is important to truly understand what your customers are expecting when they click on your ad. If your ad is enticing the user with up to 50% off of coats but they are directed to the general sale section of your site then you’ll be lucky if they spend time trying to find those bargain coats…and even luckier if they don’t hit the back button and return to the search results page!

Relevance is not only important to your visitors, but to Google too. If Google determines that the landing page which your ad points to isn’t relevant to the ad itself then this can have a detrimental effect on your quality scores (we all know how important those are!) and overall campaign performance.

2. Design & Accessibility

Firstly, no one likes an ugly or unresponsive website, it’s as simple as that.

If your landing page design isn’t attractive, stimulating and engaging you’re likely to lose the interest of your visitor. Here are just a few key tips to ensure that your PPC landing page is more likely to convert clicks in to customers:

• Ensure speedy loading times – if your page takes too long to load your visitor is unlikely to wait
• Place the conversion point above the fold of the page – capture their attention with a call to action as soon as they land on the page
• Don’t distract your visitors – if your goal for the landing page is for the visitor to make a purchase then don’t distract them away from this goal
• Test! Make sure you review your landing page performance regularly to ensure your visitors are having a positive experience that is profitable for your business

In summary, make sure you’re giving your customers what they are looking for and remember that paid search visitors are actively seeking out your product or service with a goal in mind. The key to conversion is to help them achieve this goal as easily and as quickly as possible.

Here at Visionary Media, we class ourselves as a top digital marketing agency in bristol, we can offer a full audit of your current PPC account to see if your clicks are driving conversions. If they’re not, we will tell you why and optimise your account so that you get the best return on your investment. We are also experts in web design and content writing (if we do say so ourselves) so if you’re looking for compelling landing pages that convert clicks then get in touch with us on 0781 073 4880.