Overview
Digital marketers have been using pay-per-click (PPC) advertising for more than two decades as one of their most powerful promotional tools. In this way, advertisers are only charged when someone clicks on their ads. Whether your ads are displayed on a website or appear in Google search results, Pay per Click advertising gives marketers a reliable and easy-to-measure way to attract qualified leads to their websites.
Although it is evident that the power of PPC campaigns has caught the attention of many businesses, too few understand the power of PPC landing pages for improving their campaigns. A well-designed PPC landing page will have a big impact on your PPC campaign.
PPC landing pages: what are they and why do you need them?
PPC landing pages are custom-built web pages where visitors land after clicking on PPC ads. The goal of a PPC landing page, just like any other, is to persuade visitors to convert, whether by signing up for a newsletter, registering for an event, or purchasing a product.
The question then becomes: Is it really worth the expense of creating a landing page just so that you can serve your PPC campaigns? Couldn’t a generic web page, such as the homepage or product page, do the job just as well?
There is more work involved in creating a landing page dedicated to PPC traffic than simply directing that traffic to an existing page on your website. Nevertheless, custom landing pages usually pay off in the long run. To see why, read on:
Better Google Ads Quality Score
In addition to creating high-quality landing pages for your PPC campaigns, you will also improve your Google Ads Quality Score through them. The Quality Score is a metric used to measure how well your ad compares to that of your competitors for a particular keyword. As a rule of thumb, the higher your Quality Score, the lower your cost-per-click (CPC) will be. Google uses the landing page experience as one of three factors to determine your Quality Score. The more relevant the landing page is to your ad, the better your score. Therefore, an optimized PPC landing page can decrease the fee you pay for each click on your ad, thereby giving you a better return on your ad spend.
Higher conversion rates
A dedicated landing page typically yields a much higher conversion rate than a generic page. Based on our research and experience, placing a lead magnet on a custom landing page will generally yield an 8% to 20% conversion rate, compared to just 1% to 3% when placed on a homepage. The reason is straightforward. When a visitor clicks on a PPC ad, a dedicated landing page is designed to elaborate on the message that captured their attention. It’s basically an extension of the ad. Furthermore, unlike a regular web page, a PPC landing page doesn’t include any irrelevant distractions (like a navigation bar or links to other content on the site) and is instead laser-focused on getting the visitor to convert.
How Landing Pages Increase Traffic Conversion
Landing pages convert more traffic since they are focused on one goal or call to action by providing information about a specific offer or item. There is a limited amount of navigation to keep a visitor focused on the goal rather than getting distracted by multiple links that might take them away from the site. In addition, a dedicated landing page can be a destination for traffic, and when a high-quality advertisement promotes one specific offer, it is more likely that visitors will become customers.
Landing pages: Why are they useful?
You have done a great job creating a website that represents your brand. After all that hard work, you need to make sure that it results in sales. A landing page is definitely the way to go if you’re looking for an effective lead conversion tool.
You can use a landing page to drive traffic, improve your SEO, and build your brand. It can also be a component of an effective PPC campaign. In B2B, landing pages produce leads for future conversion in approximately 68% of cases. Fortunately for you, 44% of these clicks are directed toward home pages. A landing page invites customers to buy a product, service, or take advantage of an offer. This is the place where you can convert visitors into customers.
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