Expert Tips For How to Improve Your PPC Landing Pages
Pay per click (PPC) advertising is now more proliferate, and more relevant, than ever before. Whether you’re advertising on Google Ads, Bing Ads, Facebook Ads, or another platform, you want to make sure you’re doing everything possible to make your PPC landing pages provide your leads with the right information and the best user experience that’s possible.
As a digital marketing agency that works with a variety of brands on PPC advertising, we help companies in several different industries with landing page creation and landing page optimization. Keep reading for our best tips for optimizing your PPC landing pages, including things you can do right now to improve these important aspects of your PPC campaigns on Google Ads, Bing Ads, and Facebook Ads.
1- PPC Landing Page Speed Matters – A Lot
According to the latest Google statistics, 50% of all search queries happen on a mobile device. Do you know what else Google is reporting? Mobile searches completely abandon a website – including several PPC landing pages – if a page takes more than 3 seconds to load. Just 3 seconds? That means losing your potential next customer can happen extremely quickly.
To make sure your page speed is fast enough for today’s mobile web searcher, consider the following landing page optimization tricks:
- Don’t overload your PPC landing pages with images. Focus on one clear image – that loads quickly, of course – that conveys your message to viewers.
- Test your mobile speed score before you finalize a PPC landing page. It’s better to learn now than later that you need to go back to the drawing board.
- Keep your designs simple and easy to load. Don’t waste valuable page speed on loading an intricate web design for PPC landing pages.
2- Design First For Mobile, Next for Desktop
Even though half of all Google searches still happen on desktops, you really should be designed with the mobile viewer in mind first. And this is whether you’re performing landing page optimization for Google Ads, Bing Ads, or Facebook Ads.
Think about it this way. Your PPC landing pages are being designed by digital marketing professionals who have large screens for their laptops or desktop computers. That means, when they’re designing and testing PPC landing pages, they’re getting the full view. But how often do you test your PPC landing pages on your iPhone or Android phone before you publish them? Be honest, it’s okay. We’re here to help, not to judge.
You see, responsive design is so important, it should be the first thing you test for today and most likely in the future.
If you’re not considering how your pages view on mobile devices when you’re performing landing page optimization, you’re leaving out 50% of your viewers. Make sure your hero image, key message, and any CTA are easily viewed above the fold on multiple different mobile devices before you push a PPC landing page to go live.
3- Focus on Quality, not Quantity
Some PPC advertisers are all about conversions. They want to increase their conversion ratio as much as possible.
However, if you only focus on conversion, you’re forgetting about what’s even more important – converting qualified leads.
Think about it. Which would you rather have your sales team follow up on – 100 leads that found you but aren’t necessarily interested in your product or service, or 10 leads who were pre-qualified through your detailed lead capture form? The answer is obviously the latter.
This is why we never recommend you deploy certain landing page optimization techniques that other digital marketing agencies might suggest, such as slimming down your lead capture form to be as small as possible and still fit into your company’s sales funnel.
Trust us, qualified leads who are truly interested in your products will take the time to provide the additional information you request. And by filling your sales pipeline with qualified leads, you’re best utilizing your internal sales resources.
4- Simplicity is Key
Minimalism is in, and definitely far more than keeping your home easy to organize.
One of the best landing page optimization tips we can offer you is to keep your landing pages simple. Too much information is overkill and can overwhelm viewers. Your landing page sweet spot is when you give viewers just enough information to entice them to either keep searching your website or fill out a lead capture form so they can be put into your sales funnel. Never list all your product details on your landing pages – that’s far too much information for a PPC ad clicker to see upfront.
5- Use Personalization Wisely
Personalization is changing PPC advertising. But you don’t want to go overboard with personalization in a way that makes viewers have data privacy concerns.
Some ways that we recommend you use personalization on your landing pages include:
- Display different images for male and female viewers that A/B testing has proven to be effective.
- Use localized images based on the searcher’s geolocation.
- Constantly be A/B testing your personalization options to see what choices are best.
6- Don’t Forget The Little (and Tried and True) Aspects That Have Been Helping for Years
Because aspects like personalization are new and exciting, it’s easy to think that older landing page optimization tips are no longer relevant. Think again. You should be taking advantage of:
- Metadata and title tags.
- A/B testing of forms.
- A/B testing of content style and length, including paragraphs, bullets, and more.
- A/B testing of different taglines.
Additionally, all PPC landing pages should have an easy way to get to the rest of your website. In fact, Google will ding you if your landing pages don’t have this “escape hatch.”
Do You Need Landing Page Optimization Help?
As a digital marketing agency, we help a wide variety of brands with their PPC advertising, including landing page optimization. Whether you want to be working with PPC experts like us, or you simply don’t have the internal resources to perform this task on your own, we’re here to help. Call us to get a conversation started at (214) 295-5845.
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