PPC Landing Pages For a Great Conversation
Using keyword-specific landing pages for PPC (Pay Per Click) marketing purposes allow you to have particular types of searchers land on particular pages of your website. The main objective of a landing page is to speak directly with each of your targeted visitors and ultimately “close the deal” with those visitors via form fill, phone call, sale, etc….
An effective landing page will successfully complete the connection between the keyword searched, the ad that was clicked, and the page that visitor lands on. This streamline connection between keyword, ad and landing page is fundamental to a successful PPC campaign. In a sense you can consider this a process of building a conversation between you and the visitor, beginning with the keyword searched. For example:
A searcher starts the conversation by searching “yellow tennis shoes”… You respond via your targeted ad:
Yellow Tennis Shoes: Huge Selection of Tennis Shoes in All Shades of Yellow!
The searcher responds by clicking your ad that leads to a landing page, ideally specific to yellow tennis shoes. Now is the time to really tie in what they EXPECT and what they SEE. Once at that landing page it’s time to keep the conversation going by making it easy for the searcher to view yellow tennis shoes and easy for them to complete your call to action. With a keyword specific landing page, this searcher is much more likely to continue the conversation via a sale or lead.
Remember you have only about 5 to 10 seconds (max) to ensure each visitor they are at the right place… if they don’t see what they expect they will leave to continue their search.
Does every step in your PPC “conversation” move visitors more toward the desired goal? Does the PPC ad “connect” with your landing page messaging? Does your message, layout and aesthetics tactfully guide each visitor toward your call to action? By completing the connection between keyword, ad and landing page you will increase your visitor loyalty and the likelihood of converting that visitor to a sale.