So our last few blog posts have primarily focused on managing pay per click ad campaigns, competitive bidding, and how to optimize your campaign to get the best CPA. So now it's time for us to focus on the final step, which is the landing page that the user is taken to, to hopefully convert.
So the user searches for the term "christmas gifts" on Google.com, they see a search ad for "Holiday Sweets & Treats ONLY $49.99", click on that ad, and are taken to the advertiser's website where they will hopefully convert by purchasing something. The landing page can either be the making or breaking point of a successful PPC campaign, so follow these three strategies in your campaign to boost your conversion rates:
1. Keep it Simple
Some campaign managers want to have colors, text, and graphics everywhere - this is messy, confusing, and has proven to be unsuccessful. When the user lands on your landing page, they shouldn't be confused; they should see anicely designed landing page with very simple, yet firm, calls-to-action.
2. Don't Attack the User
I can't tell you how many times I land on a landing page and get "attacked" by 1-3 pop up ads - PLEASE do not do this strategy. This is basically attacking the user and from own personal experience, when pop-ups begin coming, I immediately close out of the window, so avoid that potential bounce issue altogether by avoiding pop-up ads.
3. Focus on Your Call-to-Action
The call-to-action is the most important aspect of your landing page. You need to be firm, yet polite. You are basically instructing the user to provide certain information so you don't want to come off as forceful, yet the user also needs to be told what to do. So it's best to use a clear call-to-action such as "Enter Your Information Here", "Enter Your Email to Receive Your Free....", etc. You want to tell the user in a firm, yet polite manner what you need them to do.