Emily Cella
Emily Cella PPC Executive

How to create a PPC landing page that converts

Emily Cella
Emily Cella PPC Executive

Landing pages have grown to be a fundamental part of a successful PPC campaign. Creating landing pages for your campaigns, ad groups or even keywords allows you to ensure you are always relevant by tailoring your content to specific audience groups.

Platforms such as Unbounce and Instapage have been growing in popularity over the last few years and with Google releasing their new and improved quality score reporting this summer, it’s never been more important to perfect your landing page. As this vital aspect of your campaign needs to be designed with great thought, we have listed our top 8 tips to help you along the way.

1. Include a clear CTA (call to action)

Whether your CTA is in the form of a button or text, this essential element needs to be a clear, concise action you want the user to take on your landing page. People often make their landing pages too busy, which can distract the user from taking this action as they simply won’t be able to find what they need to do next. Ensure your CTA button or text stands out and is easy to find on your landing page.

2. Keep it relevant

Designing a bespoke landing page gives you the unique opportunity to tailor your landing page to a specific subject or project. By creating content on your landing page that reflects your keyword and advert copy, you are ensuring you are appealing to your desired audience which is more likely to increase your overall conversion rate.

The other main benefit of doing this is that you will achieve a higher relevancy score, meaning once your adverts go to auction with competitors Google will favour your advert and it will rank higher in SERPs.

3. Simple forms = higher conversion rates

It’s no secret that most of us find filling in forms very dull – you won’t be surprised to hear that this applies online too! The less time it takes someone to fill in your form, the more likely they are to take the end action, keeping everyone happy.

Consider what information is essential on your form – if there’s any information you collect at a later date it could be that you don’t need to have it on the form itself.

4. Don’t over complicate the content

Keep your landing page content simple, informative and to the point. Lengthy paragraphs will not be appealing to a reader which could lead people to miss vital pieces of information. Using headlines and subtitles will help to divide the information on your page in to shorter paragraphs, improving readability and delivering information with ease.

5. Include a video

If you have access to a video you can use for your landing page, this may help to improve your conversion rate. A video informs the user of relevant information and provides a visual aspect to a product or service, which will seem more appealing and allow you to show features you may not be able to explain as well with written content or images.

6. Reduce any anxiety with proof elements

Nowadays people are very wary of sharing any of their personal information, especially on a new landing page or brand they have never come across or used before. As such, it is more important than ever to show how trustworthy your brand is.

Elements you could add to your landing page to emphasise the trustworthiness of your brand include:

– A privacy policy or link to your privacy policy
– Testimonials
– An integrated third party review system

7. Don’t forget to A/B test

It’s easy to to get complacent with your landing page – especially if it is converting well – but what if you could achieve more conversions? By testing pages against each other you’re constantly improving your landing page experience. We find it’s best to change no more than 1 or 2 elements at a time – for example changing you CTA button from ‘Submit’ to ‘Get in touch’ – otherwise you may not be able to identify what has improved or decreased the conversion rate on your updated landing page.

8. Are you mobile friendly?

Optimising your landing page for mobile devices is a must! Most of us have clicked on to a landing page or website that looks a mess on your mobile phone. This is an issue which will lead to high bounce rates from mobile devices. All landing page platforms will now give you the option to design a landing page from a mobile view – so make sure you haven’t missed this.

Once you are happy with the mobile view it may be a good idea to browse your landing page on a couple of different mobiles to make sure the page looks as it should on each device.

SIGN UP to our monthly newsletter

  • This field is for validation purposes and should be left unchanged.