Keith Vera
Account Manager
The importance of landing pages in the success of a PPC campaign is often overlooked. For conversion-focused campaigns, properly designed and tested landing pages are just as important as the ad text that gets the visitor there, affecting everything from the bounce rate to campaign ROI.
Most successful landing pages contain the same components, but before we get into what those mostly universal items are, the first thing a landing page needs to deliver on is what the PPC ad promised that got the visitor to click initially. Irrelevant information on landing pages will result in a lost visitor almost instantly, even if your site does offer what they are looking for. If that information is not immediately evident that visitor has most likely departed your site in favor of a competing site. To make sure a page delivers on the ad promise, a quality PPC landing page should contain the following:
- Product or Title paralleling what was offered in the PPC advertisement
- Information regarding the product or service, outlining the benefits concisely
- Prominent call-to-action above the fold
Now of course there are other factors on the actual page build that are important, but these three points are consistent across all of our most successful PPC campaign landing pages. Let us know your thoughts, and what has worked for your PPC campaign landing pages.
For a great source on landing page design I highly recommend MarketingSherpa’s 2008 Landing Page Handbook.
