If you’re running a PPC campaign, your landing page is one of the most important elements - a good landing page helps make the user journey from search to conversion a seamless one. Not only that, but it will help secure a high quality score from the Google overlords.
Here are my top tips for creating a good PPC landing page:
Keep it consistent. Just as you match your ads to your keywords, you should match your landing page to your ads. Keep the copy and branding consistent, so it makes sense to the user when they arrive there after clicking on an ad. Otherwise, you’ll just lose them.
Keep it relevant. Make sure the message in your ad follows through on your landing page. If a user has clicked on an ad about cheap sunglasses, they won’t be happy if they land somewhere selling cars.
Keep it simple. Figure out what you want your customer to do when they land on your page and focus the layout and design purely on that. Don’t force them to click around to find the answer or product they’re looking for or overwhelm them with too many elements.
Keep it clear. A clear call to action will help ensure you get the conversions you want. If you want users to fill in a contact form, make that the most prominent element of the page. If you want them to watch a video, make it easy and compelling to do so.
Keep it mobile-friendly. You may find that the majority of your traffic is coming through on mobile devices. So make sure your landing page looks great on mobile, or users will bounce pretty quickly.
Keep it fresh. Your landing page is never finished. Update elements like copy, calls to action, design and layout to see what impact it has on conversions. Even if your page is performing well, a series of small changes could help it perform even better.