PPC Tuesday – Optimizing Pay-Per-Click Landing Pages



Today, I want to take a look at PPC Landing Pages. Landing Pages are an important part of your advertising plan. Their role of bridging the gap between your advertising efforts and your internet presence represents an important cog in driving a successful campaign. Let’s take a look at how they fit into your advertising strategy, and why it is so important to choose the appropriate one.

With this being a short week…and some of our staff is away at Internet Retailer Conference in Orlando… I think we can get a little zen with how we look at Landing Pages. Landing Pages Represent the End of Your Advertising, & the Beginning of Your On-Site Conversion. The advertising was successful in attaining the prospect, and now landing page must do its part, bridge the gap, and send them on their way to making a purchase, filling out a form, finding a piece of information, or whatever other goal drives your business needs.

By optimizing both the path to your landing page, with aligning ad copy to search queries, you will better qualify the traffic coming to your page. As long as the page doesn’t offer any surprises, and the messaging is consistent with what the user expected to find, the path will be reinforced.

Now that you have found the right searcher, you don’t want them to bounce or go to a competitor, you want them to continue down your conversion path. We have an entire department that deals with how to maximize your on site conversions, so I won’t go into great detail regarding that, but it’s suffice to say: You want your landing page to set prospects down that path.

The best way to do this, is make it plain as day for them to follow. They should never ask: “What do I do next?” Let’s take a closer look at this process.

As I mentioned, your landing page will successfully end someone’s search when it speaks to the their original intent. That intent is defined by their search query. By accessing the search terms they are using, you can read whether they are looking to buy a product, and may also be able to tell if they know what specific product they want.

This is an important distinction to make, should they be sent to a category page or a product page. If you send someone to a product page, when they don’t if they want it yet, you cannot expect them to navigate to the category page. Inversely, if they do know what they want, and they land on a page where the product they are looking for is buried underneath 5 or 10 other products, it may be a stretch to assume they will find it and click on it.

The searchers intent can be further honed by serving specific ad copy to qualify the traffic that clicks on it. Listing price points will help you qualify audiences looking for either discount or premium pricing. The intent and messaging qualifications are for naught if they do not reflect the landing page that the ad points to.

Your landing page will begin you on-site conversion if a clear, concise path is laid out to complete a greater business goal. Let’s look at an example:

  1. Some one searches for Bright Blue Widgets
  2. Our company Blue Widgets.com has an ad that talks about that specific product and some value propositions. It even calls out the product in the Display URL.
  3. They click on the relevant ad and it takes them to our landing page.
  4. This landing page shows the user the product they were looking for. It reinforces the value props that were mentioned in the ad.
  5. There is no question to where we want the user to go to next (here is a hint, it’s a big orange button!).

By optimizing the advertisement to compliment your business, your landing page successfully bridges the gap between acquisition and conversion. So, now what?

Once this is complete, the process has just begun… Defining a clear, consistent, concise conversion path is not the end result. It is the first step towards optimizing your conversion funnel. Now that your advertising efforts are aligned with your business goals, its time to test different messaging, value propositions, and element positions to see what can drive the most conversions.

Unless you convert every visitor, or prospect into a goal, there is room to grow. Tests are usually split into two categories. A/B testing, which looks at comparing one factor against another and Multi-Variant testing looks at trying different combination of factors to find the best result.

A/B testing is ideal for landing page testing. Some things to keep in mind when testing your landing page:

  1. It should never be ad-hoc. Document what changes your are making, and set thresholds of when to review your findings.
  2. Your threshold may be a certain metric, or a condition of time.
  3. Once you pick a winner, test against that variation.
  4. Testing is an ongoing process that can only help give you more insight into your advertising and business efforts.

By constantly testing your landing page performance you enable yourself to fully capitalize on your advertising and drive that down your conversion path.

I hope this has been helpful. To Learn More about Exclusive Concepts Profitable PPC product, or any of our excellent services in our suite of online marketing offerings including our Managed Conversion Testing Service, SEO Foundation or Precision Email Marketing, please don’t hesitate to contact us.

Also, if you have specific questions about how your PPC Account is structured – including how your landing page fits in, sign up for one of our Profitable PPC Audits, they are quick, free, and offer some great insight in how to optimize your campaign. Thank you, this has been Chris for Exclusive Concepts Daily Concept: PPC Tuesday. I look forward to talking to you next time.