PPC Landing Page Best Practices: The Secret to Effective Digital Marketing

In the world of digital marketing, a landing page is created specifically for marketing or advertising purposes. It’s where a visitor ends up after they click on a link in an email or an advert on Google, Bing, Amazon, or Yandex search engines.

Even though they’re also just regular web pages that typically encourage visitors to explore, landing pages are designed with a single focus in mind: driving visitors to the call-to-action – or CTA, for short.

Estimated reading time: 6 minutes

Introduction to Landing Pages

Focus on PPC landing page best practices for increasing the conversion rates of marketing campaigns and lowering your cost of acquiring a lead or sale.

Homepage versus Landing Page

The main difference between a homepage and a landing page is that the homepage has dozens of possible distractions. In contrast, the landing pages are extremely focused on conveying a specific action, and directing users to a particular direction. It is a well-known fact by now that having fewer links on your landing page increases conversions, as there are fewer alluring clickables that’ll distract visitors away from your call to action. 

Sure, the homepage is the one showing off the brand, letting people explore a range of products, and also offering additional info about the company and its values. From here, a visitor can go anywhere – apply for a job, read some press releases, review the terms of service, post on the community boards, et cetera. Therefore, they won’t necessarily have to make a purchase. 

And so, here is where the landing page comes in handy. Paired with smart ads that promote a particular and single offer with a specific message, everything about it works hard to turn mere visitors into customers.

PPC Landing Page Types 

Even though there aren’t any categories specified for landing pages, considering their objectives and usages on the internet,  we can say that there are two main archetypal landing pages defined by their goals: lead generation landing pages and click-through landing pages.

Lead Generation Landing Page

Lead generation landing pages are also named lead gen or lead capture pages; most of the time, use forms as their go-to call to action. These forms almost always have the purpose of collecting lead data, such as the names and email addresses of visitors.

This type of landing page is typically used to build a list of prospective customers. They usually offer something free such as an ebook or webinar, in exchange for contact info. Thus, e-commerce brands can also use these pages for list-building or offering free shipping or exclusive deals.

Click-Through Landing Page

On the other hand, click-through landing pages are frequently used by e-commerce and SaaS (software-as-a-service) marketers to go straight for sales or subscriptions. In most cases, they have a simple button as their call to action sends visitors into a checkout flow or makes them complete a transaction.

Types of Landing Pages

Optimizing Landing Pages

Let’s start by looking at the facts. Starting at the basics is one of PPC landing page best practices. The features that can be easily tested and optimized on a landing page include:

  1. The Headline
  2. The Product or Solution Image
  3. The Call-to-Action
  4. The Copy
  5. The Page Layout

Over half of these features involve design, yet most conversations on “how to increase landing page click rate” focus on optimizing the copy. While the text has a vital role in marketing and advertising campaigns when it comes to landing pages, focusing primarily on writing and lacking visuals means missing out on the opportunity to add another layer of connection and communication with the visitors.

Align Landing Page Experience with Expectations

Also, a well-optimized landing page means to ensure you are sending visitors to a page that matches their expectations. This means matching your landing page copy and design to the ads you’re running in search or on social media. F

or example, an ad for retirement communities brings visitors to a landing page focused on high-tech products that are more likely to drive visitors away than convert them. If you’re running many ads with different headlines, consider creating variant pages to ensure that the messages match.

Many tend to oversee optimizing your PPC landing page across all devices (e.g., laptop, tablet, smartphone, etc.). This means that screen size will vary and the level of interactivity along with the loading times.

Thus, to make sure you maximize your click-through rates, you need to design a landing page that adapts to all devices. Layouts can be shifted, CTAs made more visible, and images can be shrunk or removed entirely as a result. 

Optimize PPC Landing Pages Through A/B Testing

Finally, another main element of PPC landing page best practices is A/B testing, which is essential if you want your landing page to bring you conversions. It’s one of the best ways to find out whether your current landing page is highly optimized.

Conducting landing page A/B testing provides you with insight into what version of a landing page results in more clicks, better conversions, and reduced bounce rate. Plus, this gives you the chance to refine your landing pages as you keep testing them.

Optimized Landing Pages, What’s Next?

Managing and optimizing multiple landing pages can easily transform into a full-time job. But not if you find the service that helps you maintain everything efficient and gives you all the comprehensive expertise and technical support.

With professional landing page design services, you can maximize the impact of these pages, expand the conversion rate and thus increase your sales, boost your lead quality, and ultimately drive your revenue upward. 

Now that you have optimized your landing pages, it’s time for you to improve your advertising campaigns, because optimization on ads is critical. Stunning visuals and great landing pages are sure to improve your click-through rate; however, they still have to appear at the right moment in the right place to the right people.

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