Twelve Days
of Christmas
DAY 6
You've identified the ideal product or service to push this Christmas and have created your (PPC) campaign on the major internet search engines. Before your campaign can be launched you have to focus on optimising the page which your visitors will land on when they click your Ad to achieve the greatest conversion!
An optimised “Landing Page” is a page created specifically to match the product or service of
a Pay Per Click (PPC) advert. Landing pages should pre-sell the product or service, with a
professional looking design and targeted ad-copy. When a visitor views your landing page there
should be a strong and clearly visible call to action which will redirect the visitor to the
actual product or service on the advertiser’s website. By following the guidelines below you
will improve your sales conversion rate and maximise the return of investment.
COMPONENTS OF A GOOD LANDING PAGE
- Good Copy = Good Results. Get to the point, don’t ramble and ensure that your landing page provides information relevant in the text of your PPC ad.
- Prices and photographs of products will provide visual aids; additionally mention if other sizes/ styles/ features are available. Where a fixed price cannot be shown when promoting services list the price range or the starting price.
- Customers may prefer to know the specific details of a product and therefore it will assist your conversion rate if you display a clear and concise “return policy” and delivery information.
- If possible add credibility to your landing page by obtaining quotes from respected third & editorial sites for the product or service, this will build trust with your visitors.
- Strong call to action. Use prominent text links or buttons which encourage visitors to click through to the advertiser’s website. For example a link labelled “more information” may not be as effective as a “get 10% off when you buy now”. The call to action element should be visible ‘above the fold’ (so your visitors do not need to use the web browser scroll bars)
- Strip out the redundant elements. When designing your landing page ensure that your page is not cluttered with images or HTML elements that are not required.
Localized & Research
- Use the local language of the advertiser’s website and visitor for your landing page; remember there is more than English spoken in the World!
- Research the type of visitor who will be clicking on your ad and keep this in mind when design your page and creating the landing page copy.
- Web analytics tools are a must – Don't just guess what is going on. Try www.clicktracks.com Free Trial and also www.webtrends.com
- Use A-B testing. Testing two alternative landing pages at the same time against the same PPC advert.
- Using your homepage as a landing page to promote an advertisers product.
- Sending to landing pages that use too many keyword phrases
- Poorly designed navigation
- Targeting international users with one site in one language
- Poor call to action
- Sending your visitors from your landing page to the Home Page of the advertiser’s website instead of the product or service.
TRADEDOUBLER TOOLS
Additionally if you are using Google Adwords for your PPC campaign, you are able to use the KEYWORD report to analyse the conversion rates of your campaign. To view this report after you have logged into your account navigate to OTHER REPORTS >> Keyword and select your filter options.
I hope you have found this information useful and as always the TradeDoubler Publisher Team are able to provide one to one advice on the telephone 0207 881 1489.
Good luck with your landing pages!
