Your AdWords landing page is the page that customers arrive on when they click on your ad.
Often underestimated as a factor in PPC advertising, landing pages could in fact be the key to getting your campaigns to convert.
When it comes to landing page design, what’s good for your users is also good for you: Improving the user experience on your site makes it easier for your customers to complete the actions that you require of them, whether that’s signing up to a newsletter, or making a purchase.
Why Are Landing Pages Important for PPC?
With regards to PPC, ensuring that customers have a quality landing page experience affects the quality score of your keywords. The consistency of messages in your landing page copy, ad copy, and URL all affect your quality score.
Landing pages also influence your Ad Rank, which determines whether your ad will rank, and if it does, in what position it will appear in search results.
Both of these factors, in turn, influence the cost of your ads, as better quality scores usually result in cheaper CPCs.
On the other hand, if a landing page offers a poor, irrelevant user experience, your ads may show less often – or not at all.
So What Does a Quality PPC Landing Page Look Like?
Based on close scrutiny of Google guidelines, and extensive testing of our clients’ campaigns, we’ve identified some good practice guidelines for PPC landing pages:
- Relevant: Landing pages need to show useful content that’s directly relevant to your ad. If your ad contains text such as “Browse our huge range of red shoes!”, make sure that you send customers to a page with your range of red shoes on display:
- Benefit-led: Share information about your business – not too much, but enough to let people know why they should choose your products over others’.
- Transparent: When requesting personal information, make it clear why you are asking for it, what it will be used for, and do not ask for too much information in your enquiry forms.
- Intuitive: Ensure that navigating on the page and around the site is easy. People have very short attention spans. If they cannot immediately find what they need, they will leave.
- Streamlined: Make the buying process as smooth as possible. Provide information on your products without overwhelming your customers with a multitude of possible actions on one page. The more distractions they have, the less likely they are to convert!
Too often we focus on wanting the newest craze on our site, or to blow customers’ mind with our fancy designs. Making your website easy to use is always the best solution. It’s never a good idea to make things overly complex. Keep things simple, and you can look forward to some huge improvements to your SEO and PPC efforts.