Landing Page Quality – What is a landing page, and how does it contribute to the success of a PPC campaign?
A landing page is a site where your audience lands after clicking on your PPC ads. To achieve better conversions and good ROI, you need to customize this page for the audience landing there.
The purpose of the landing page is to enable the audience to continue down the sales funnel and not get distracted or bounce off without completing the desired action. So, your landing page plays a huge role in running a successful PPC campaign. If it fails in convincing the audience to complete the journey started from viewing your ad, the whole effort and money will go to waste.
The average cost-per-click (CPC) in the marketing industry is $3.33 and the most expensive marketing industry keyword CPC is $165.
(HubSpot via Ahrefs and WordStream, 2020) (Source: https://www.hubspot.com/marketing-statistics)
You need to have a dedicated PPC landing page to get the maximum out of your campaign. The landing page should be specific to the promoted ad and the audience’s needs landing there. If you lead your audience to a general page displaying all types of products, visitors are more likely to get distracted and leave the page without converting into buyers. So, use an individual landing page for each PPC ad for the best results.
To engage your audience, you need to have an attention-grabbing headline on the landing page. Also, state your product’s unique selling point to convince your audience to purchase that product. If you have any testimonials from previous customers, you can add them to your landing page to build visitors’ trust.
Your landing page needs to load quickly; otherwise, it will prove highly annoying for the people landing there. The landing page should make the call-to-action button and most crucial information very vivid to the visitors. There should be just one call to action button on your landing page for the convenience of your audience. You can also add an urgency factor to your offer to push visitors to make an instant buying decision.
Check website speed here.
In the end, your landing page should incorporate an easy checkout process to avoid any last-minute turn-off.