In this blog, we give you an overview of why you should consider creating specific landing pages when you set up a Pay Per Click (PPC) ad campaign.
What is a landing page?
Firstly, let’s clarify what a landing page is. A specific landing page is about helping to get you more leads. These pages usually contain forms where you can collate contact information as a result of the visitor completing an action on your page – this is usually an offer or a download. Whatever you choose for your landing page the offer has to be good and provide a reason for people to hand over information.
How a specific landing page can help your PPC campaign
For a PPC campaign to be successful it’s about having the right copy in your advert in the first instance so that prospects click the link to your website. Then once on your website it’s about keeping that potential customer there for as long as possible.
This is where a specific landing page can help your campaign. The page is a place where your prospects will learn to trust your brand and be inclined to read more. So, be relevant to the advert that has just been clicks on that leads to your website. This way you are more likely to keep them on your website for longer. Your content should be insightful, offer tips and advice.
What your landing page should look like
Here’s our advice on what you should look to include on your landing page to help create a great marketing campaign.
Content
To keep visitors on your website as long as possible, your landing page needs a headline that tells the visitor what to expect.
Once you’ve sorted the headline, the content needs to be to the point, clear and engaging. And, provide a clear call to action.
Be image led
An image helps to convey your brand and help to illustrate what the content of your landing page is about.
If you have video content then this is great for engagement but only if it’s relevant to the content of the ad. If it is, then place this towards the top of the page.
Lead form
The ‘contact us’ form or rather the ‘lead’ form should be near the top of the page – above the fold. A name and email address should be enough information for a new lead.
Call to action
Make a bold and colourful call to action with clear instructions about what you want the visitor to do. Depending on the purpose of your ad and its call to action will be dependent on what you offer on that page. It may be useful to add a relevant download, ebook or discount to help build that trust further.
Remove menu navigation
With a specific landing page, we advise to remove the main menu from sight so that the visitors focus is purely on the action you want them to complete on that page.
Mobile optimised
Remember to optimise your specific landing page for mobile. The last thing you want is less leads because it isn’t suitable for viewing on mobiles.
Landing page layout
The following layout is best practice to follow:
- Headline
- Image
- Lead capture form
- Call to action
- Relevant content
PPC agency Croydon
We’re a digital marketing agency in Croydon. With many marketing tactics whether organic or PPC advertising, we can provide a tailored marketing package to help you generate leads for your business. Book a free consultation.