Boost PPC Conversion with Relevant Landing Pages

The PPC landing page is just as important as the ad itself when it comes to PPC conversion, and some would argue even more so.

While it would be easy to create a tidy list of tips on how to optimize your landing pages (and don’t worry, we’ll get to the tips), the more important and slightly more messy issue is understanding the psychology behind landing pages that work.

What Sets Great Landing Pages Apart?

Every great PPC landing page begins by providing a bridge from the ad copy to the destination. When the reader clicks your ad, the page he lands on should immediately tell him he’s arrived in the right place.

For instance, imagine that you’re flying into Nashville and when you land, the pilot says “Thank you for flying with us. Please enjoy your visit to the Parthenon.” If you’ve done your homework, you’ll know that Nashville boasts a beautiful replica of the Greek Parthenon, but if you haven’t, you’ll immediately panic and wonder where you are.

That’s exactly how your customers feel when they click on your ad and land on a page with no connecting information. Except they can hit the back button and leave without taking the time to find out more.

Your goal in creating landing pages that boost your PPC conversion, then, should be matching their content to the ad content so the reader won’t feel disoriented when he arrives.

How Do I Get Started?

Alright, now for those PPC conversion tips I promised you. These are the must-haves when it comes to ad-supportive landing pages:

• PPC ad keywords in headline

When the reader sees the same keywords in your landing page headline that he just saw in your ad, he immediately relaxes—he’s reached the right spot.

• Relevant graphics

If you used a graphic in your ad, use that same graphic at the top of your landing page. If you didn’t, choose a graphic that supports your message, not a random clipart file.

• Re-iterate message

The message of your ad copy should be restated on your landing page, whether it’s a sales promotion, a promise of information, or simply an idea.

• Maintain continuity

Above all, make sure your landing page follows through on the promise made in your ad. If you’re pitching a stress-free weekend at the beach, don’t hit your readers with a lengthy form requiring tedious details.

While each of these elements will boost the PPC conversion rate of your landing page, remember that the page should not only restate the ad copy, but should expand upon it, giving the reader incentives to respond to your call to action.

To get a free evaluation of your current PPC advertising campaign, contact us.