WHY DO YOU NEED A USEFUL PPC LANDING PAGE?
Your advertising campaign can serve many business goals. Google Ads recommends aligning your advertising campaigns with specific business objectives.
REASON ONE: GENERATE SALES.
First, when we advertise, the most obvious business goal is sales. In some situations, we people can decide to buy a product right away.
However, as the price goes up, we need more information before handing over our bank details. That’s why sales-focused landing pages are so important. A sales page is built around one goal—making sales.
REASON TWO: GENERATE LEADS.
Second, a high-converting lead-generation microsite aims to ask visitors for personal contact information. The amount of information we ask for depends on where customers are in the sales funnel. If visitors are “marketing-qualified” (ready for sales), we can ask for phone numbers, company names, and so on.
REASON THREE: GROW YOUR EMAIL LIST.
Third, a simple HTML subscription page is relatively short and always consists of a signup form. The difference between this and a lead-generation form is that we ask only for the visitor’s email address. The goal of growing an email list is to send newsletters and other materials that can lead to future sales.
REASON FOUR: CONVINCE VISITORS TO CLICK.
A sensible marketing tactic is to offer as much information as possible to convince visitors to click through. Click-through pages are designed to inform visitors about the benefits and why they should continue.
Moreover, a click-through PPC landing page provides value before the sales process. That value could be a free e-book, a white paper, or a free trial. This web page includes features, prices, and details about payment methods.
REASON FIVE: HELP YOUR VISITORS FIND WHAT THEY’RE LOOKING FOR.
Finally, landing pages help visitors find what they’re looking for. It’s also important to start at the top of the sales funnel, so providing basic information before the sale is crucial. A good practice is to place links at the top that offer additional information.
HOW DO YOU CREATE A USEFUL PPC LANDING PAGE?
Developing a PPC landing page that converts requires both technical and creative planning. Of course, ensuring that the technical and creative aspects stay aligned during the planning process is vital.
This task shouldn’t be a problem if you have your own development team. If you don’t like programming, use landing page builders.
On the creative side, the copy should stay focused on the topic so that nothing distracts the visitor. Thus, the main goal is to provide one distinct element—a call to action.
Most importantly, developing a PPC landing page is different from creating an ordinary website. The focus should be on your target persona and your business goals. Your destination microsite should be optimized to increase conversions, not for SEO.
