The ad is often the first connection that the user has with your brand, once typing a specific keyword in the search engine. Once the prospect has clicked on it, he/she is driven to your landing page, where they need to have a positive experience in order to take the action that you wish (purchase an order, fill out a form or download content) and therefore, become a conversion. This landing page should have everything that the lead is looking for.
On this blog, we are going to list the key elements that your PPC landing page should have in order to convert a potential lead into a customer.
1. Simple and straightforward design
It’s important that the design is optimised for a paid search. It needs to be clean, easy to navigate and offer a positive user experience.
2. Consistency from the ad to the landing page
The content of the landing page needs to be consistent with the keywords that you are using in the ad as well as the search terms that the online user introduces on Google. Therefore, it is recommended to include keywords on your landing page that are in the ad. This will help you with the quality score of your ad.
3. Call to action (CTA)
A clear CTA is essential for a PPC campaign. It needs to be visible, as you want online users to click on it and take the action that you desire. I.e. Filling out a form, downloading a newsletter or booking an appointment.
4. Relevant images
Use high-quality images that explain what you do and the service or product you provide. This will make your landing page more visual.
5. Answer the client’s questions
Your landing page must have information about your brand and should answer the most frequent questions about your service or product so the users don’t have to navigate to another page to find the answers.
A great landing page is also a major factor in quality score, so it’s important that your page is designed and optimised for the Google Ads campaign.
If you need any help to manage your paid ads or design your landing page, please don’t hesitate to contact us on 01202 677 277.