{"id":53042,"date":"2020-05-05T07:00:40","date_gmt":"2020-05-05T14:00:40","guid":{"rendered":"https:\/\/eigene-homepage-erstellen.net\/?p=53042"},"modified":"2023-11-29T12:06:06","modified_gmt":"2023-11-29T20:06:06","slug":"optimizing-for-conversions-7-ppc-landing-page-best-practices","status":"publish","type":"post","link":"https:\/\/eigene-homepage-erstellen.net\/blog\/ppc\/optimizing-for-conversions-7-ppc-landing-page-best-practices.htm","title":{"rendered":"Optimizing for Conversions: 7 PPC Landing Page Best Practices"},"content":{"rendered":"\n

Building landing pages for paid campaigns is much more of a science than it is an art. And while the design esthetic is still essential, if you’re not strategic about the information that makes up your PPC landing pages, you may very well be wasting your time (and your money).<\/p>\n

In this post, I’ll teach you about PPC landing page best practices and industry standards. I’ll also walk you through the anatomy of a landing page that’s designed for paid advertising and share some resources that will help you get started.<\/p>\n

But first…<\/p>\n

What is a PPC Landing Page?<\/h2>\n

Before I dive into the why<\/em>, I’ll start with what<\/em> makes PPC landing pages different. Unlike your typical website landing page, a PPC page should only be found when a user clicks on a paid ad. In other words, pages designed for PPC campaigns are typically hidden from search engines and only accessible by a PPC ad click. They also contain less “extra” information and internal links than a typical website page, in an effort to limit distractions for customers that might prevent them from completing a conversion.<\/p>\n

Here’s a look at how PPC landing pages compare to your typical website page:<\/p>\n

Want to learn more about PPC as a marketing channel? Head on over to What is PPC? Pay-Per-Click Explained<\/a>.<\/p>\n

Why Dedicated PPC Landing Pages are Worth the Investment<\/h2>\n

PPC advertising is relatively straightforward. What you put into it is what you get out. That said, carefully crafted campaigns, targeting, and ads can only take you so far. Regardless of whether you’re the mastermind behind your PPC strategy or you outsource your paid efforts to an agency, there’s only so much optimization that can be done to improve your conversion rates.<\/p>\n

If you want to take your campaign strategy to another level, this is where dedicated PPC landing pages come in! By creating landing pages tailored to your ad groups, you can improve your Quality Score<\/a>, decrease cost-per-click (CPC), and increase conversions.<\/p>\n

7 Factors that Make a Solid PPC Page<\/h2>\n

Now that you understand the value of ad group-specific landing pages, let’s dive into the anatomy of a PPC landing page design.<\/p>\n

1. Page Title<\/h3>\n

Your PPC landing page title must authentically match the ad copy that drove the user to the page in the first place. If there’s a disconnect between the ad copy and the page title, users are more likely to bounce as soon as they click on the ad.<\/p>\n

When creating a PPC landing page title, it’s important to keep it simple yet informative. Users should be able to understand the gist of what the landing page is about just by looking at the title. When in doubt, use the Blank Sheet of Paper Test<\/a> to ensure that your title gets your message across.<\/p>\n

2. Concise Headlines and Supportive Copy<\/h3>\n

Don’t waste time writing detailed copy about your products or services. Keeping your headline and supportive copy short and to the point is key. Users should be able to scan the headlines with ease while picking out the information that’s important to them.<\/p>\n

If you’re not entirely sure how to best optimize landing page copy for scanners, check out this article from the NNGroup<\/a>, which covers their research on fundamental scanning behaviors.<\/p>\n

3. Trust Indicators<\/h3>\n

This is the time to leverage your best testimonials, notable press mentions, client logos, and positive user reviews. Another way to show trustworthiness is to highlight certifications that will resonate with your target audience. Whatever they may be, adding trust indicators to your PPC landing pages can show users your dedication to your customers and reinforce your expertise.<\/p>\n

The element of trust alone can make or break a sale. And if people don’t trust you, they won’t purchase from you.<\/p>\n

4. Clear Call to Action<\/h3>\n

Clearly defined calls to action (CTAs) are a crucial part of a PPC landing page strategy. CTA copy can’t be vague. Avoid using statements like “learn more,” “buy now,” or “subscribe.” When it comes to placement, make sure that the CTA is visible and featured above the fold. If a user has to scroll to reach the CTA, there’s a greater chance they won’t convert.<\/p>\n

5. Accessible Form Fields<\/h3>\n

Forms must follow accessibility best practices<\/a>. This means that form input fields should always be visible to the user. While this rule may be obvious, it’s very common to see forms with hidden or missing labels.<\/p>\n

Furthermore, it must be clear to the user which input fields are “nice to have” versus “required.” If this information is not clear and the user fails to fill out a required field that results in an error message, they’re much more likely to get frustrated with the process and leave your page.<\/p>\n

6. Compelling Images or Video<\/h3>\n

Compelling visuals may help users get a better understanding of your product or service. Regardless of what your offer entails, pairing descriptive headlines and supportive copy with a visual cue is always valuable.<\/p>\n

When designing your PPC landing page, take a look at your image and\/or video inventory, and choose a few assets that help get your offer value over the finish line.<\/p>\n

7. Negative Space<\/h3>\n

Unlike the regular pages of your website, you’re not trying to get your PPC page to rank in the organic search results. Meaning, you don’t need to cram as much information as humanly possible onto those pages. Keeping your layout simple and clutter-free is essential. You’ll want to incorporate negative space<\/a> (also known as white space) into your landing page design.<\/p>\n

Think of negative space as a breathing room for your users, or a pause between your selling points. When information is broken out into meaningful and clearly-defined sections, it makes it easier for the user to consume the information on the page.<\/p>\n

PPC Landing Page Elements to Avoid<\/h2>\n

Knowing what elements to leave out from your PPC landing page build is equally as important as knowing what to include. Here’s an overview of the elements that I recommend skipping:<\/p>\n