PPC Landing Page - Top 7 Do's And Don'ts For Your PPC Campaign

PPC landing page is something that many businesses struggle with. We all know that the landing page is one of the most important aspects of increasing your conversion rate.

We have listed top 7 “Do’s” and “Don’ts” of PPC landing page to keep in mind when looking at either constructing a landing page from scratch or revising an existing landing page. 

Paid search advertising is a great way for companies to expand their reach and accelerate business growth. Unlike organic, which takes a concerted effort and sometime fighting through competition to come out on top, pay-per-click advertising PPC gives you an immediate chance to bring in high-quality, buy-ready traffic.

Top 7 Do’s And Dont’s Of PPC Landing Page

Do’s Of PPC Landing Page

DO research relevant keywords thoroughly. By doing this you will gain the results that you want from your PPC campaign. There are several tools you can use to do this, including Google’s AdWords Keyword Tool.

DO silo your keywords by match type. By siloing your campaigns by match type, and negative matching out the other match type from the campaign, you will be able to gain a better return – CPC but it also allows you to segment performance.

Do optimize your PPC landing page for mobile users. When creating a landing page design for your business, make sure you account for the increasing number of leads who access it via portable devices.

 DO ensure you are directing clicks through to the right landing page. The users clicking onto your ads want to be greeted by information on a product or service that they need.

Do make sure that your PPC landing page is attractive. If it’s not engaging enough to make people excited or curious to click on it and see where it takes them within mere seconds of them seeing it, then your campaign will be a bit of a waste. Boring and generic isn’t an option—give users something fresh and attractive.

DO make sure you do testing, testing, 123… Your PPC campaign should make good use of testing your ad copy and testing the ad extensions. By performing testing on your account you’ll find the best way to drive up your CTR and conversions and lower your CPCs.

DO make good use of conversion tracking. Let’s face it, you have an amazing PPC campaign structure, so why put in all that work if you don’t even know if you’re receiving a good ROI?

Dont’s Of PPC Landing Page

  DON’T under-estimate the power of negative keywords. They may not appear as directly being associated with what you are trying to promote, if you haven’t excluded these keywords they may generate ad impressions that have poor chances for click-throughs.

  DON’T use generic keywords. This is a waste of your budget when you could be using really targeted keywords which will have a lower CPC, produce more traffic for your wonga and pull in those conversions.

  DON’T set up your campaign and then leave it be. It’s very easy to get a great campaign structure up and running only to leave it for a month or two and then think ‘why is my CPC rising month on month?’

  DON’T include endless text. You can direct visitors to an appropriate page on your site if they want more information. However; your landing page isn’t the place for long text pieces. Get to the point with a brief form, using graphics if appropriate. Keep in mind that less is more.

 DON’T make your advertisement misleading. Advertising is all about spicing things up but; that doesn’t mean that misleading consumers in your PPC advertising is the way to do so. Not only will misleading advertisements increase your bounce rate which you don’t want.

 DON’T bid as high google suggests. Did you know that the position of your ad on the page is not solely determined by the cost-per-click you’re willing to pay?

Your position is actually calculated based on a value called Ad Rank. The Ad Rank is the result of a mathematical formula: Ad Rank = Max CPC * Quality score.

  DON’T request duplicate information. You’ve already asked them for certain details in a previous visit. Implement smart forms that know that they’ve been to your PPC landing page before. This will avoid requesting certain information a second time.

Make sure you test your process from call-to-action to landing page to thank you page. Make sure that every step is connecting to the right place.

Wrapping Up

PPC landing page can become extremely tedious if you’re looking at it the wrong way or stressing out about it. Try to gamify your campaigns and strive to beat your best numbers. Think creatively about what new messaging you could try or what kind of new keywords you could go after. Finally, talk to customers or people outside your industry to get their feedback and input.

There are more issues that may cause poor performance within Google AdWords PPC Campaigns, but these are the most common mistakes we see when evaluating accounts. If you can avoid these mistakes, then you are well on your way to turning around your failing campaigns and making them a success.

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