A PPC landing page: What is it? How Are They to Be Optimized?

While many advertisers concentrate on tailoring their material to their target demographic and making the most of their advertising budget, many fail to recognise the advantages of optimising their on-site landing pages. They frequently just link the PPC ad to the home page of their website rather than creating landing pages that are specifically tailored to the demands of a searcher. The user’s path is thereby complicated. Customers don’t want to be taken to the travel agency’s homepage, or worse, an unrelated page on the website, if they click on the advertisement that reads, “View budget-beating holidays in London this December”. They want to go straight to a special landing page with all those gorgeous London vacations advertised in large flashing lights and with a direct booking link. Marketers run the danger of compromising the primary objective of paid advertising, which is to convert leads into sales, if they fail to pair their paid ads with a potent PPC landing page.

This article aims to serve as your go-to resource for efficient PPC marketing in london and best practises for landing pages. We’ll examine the specifics of PPC landing pages and evaluate their overall contribution to PPC campaigns. You’ll gain intimate information about the crucial components you need to optimise your own PPC landing page thanks to our step-by-step guidance. Later on, we’ll take a step back and examine the overall PPC picture and how it pertains to optimising the user journey. Therefore, let’s begin.

What is a PPC landing page?

A PPC landing page is a specially created web page that users ‘land’ on after clicking on a PPC ad. PPC landing pages typically exist independently of the business’s main website. Sometimes you can only get to them by clicking on the paid advertisement; you can’t even access them directly from the website.

Like all landing pages, a PPC landing page’s objective is to encourage visitors to convert. to convert customers from viewers. customers become shoppers. results in sales. Conversion rates are the MO, regardless of how you choose to phrase it. Depending on the campaign, different conversion objectives are set. Normally, we anticipate businesses to be trying to close a deal, but they may also be attempting to collect user information such as an email address, download a whitepaper, subscribe to a newsletter, or sign up for an event.

Whatever the objective, a landing page differs from a generic web page in that it is entirely concentrated on that one, unmistakable objective. There is only one star in the sky there. A landing page has just one objective, as opposed to a general homepage, which could have numerous objectives, such as increasing brand awareness, sending visitors to product pages, promoting a newsletter, and so forth.

They can therefore be designed with laser focus. It takes a little more time and effort to optimise landing pages than it does to simply wave leads around aimlessly. They are a fantastic method to increase visitors, boost SEO, develop your brand, and increase revenue. Because of this, landing pages are used by about 68% of B2B businesses to find leads from their target market. But far too frequently, they miss the chance to increase landing page conversions because their landing page design is subpar.

The importance of an optimised PPC landing page

The thing to remember is that for virtually every sale closed, action taken or lead converted, the user has first gone on a journey. We call this the marketing funnel. When a person sits down on Google and starts typing a question, they are moving along in their journey. They’ve entered the funnel at a specific zone and, ideally, will follow the process all the way through to decision making and conversion. This is the customer journey, and for PPC it entails a couple of key nuances.

The PPC customer journey starts with your paid ad. This could be a Google Ads placement, a banner ad, SMM (Social Media Marketing), or a YouTube video ad, for example. Whatever it may be, the user clicks on your ad and lands on your PPC landing page. The inherent purpose of the page is to get the user to convert. This desired action could mean signing up for a newsletter, making a purchase or downloading a demo. This will be signposted by an irresistibly engaging CTA (Call To Action — usually a clickable button) placed in an optimal position on the page. This CTA is your end zone. The user clicking it is the win we’re looking for.

So it needs to be direct and snappy. The words you use in your CTA should leave the user in no doubt about where that click will take them. And it should utilise strong, commanding language. “Buy now”, for instance, or “Download your free whitepaper.” A bad CTA would be something like, “Would you like to find out more about this year’s hottest trends?”

CTA aside, the entire landing page needs to be alluring. We’re talking about hyper-focused language and incredibly attractive visuals. Your landing page has to be extremely clear and direct about what it is promoting. Remember: that goal, that desired user action, is its one and only purpose. So it needs to be punchy.

Customer journey mapping can be a useful technique to help understand this process. Customer journey mapping is a visualisation of the steps a user takes on their pathway to action. It will help you understand the key touchpoints along the way, and the specific goals or needs of the user at every stage. Customer journey mapping will reveal to you the potential customer’s:

• Movements
• Motivations
• Pain points
• Decisions

This will become your information cache for blueprinting a highly-effective PPC landing page.

The very best advertisers understand that PPC advertising can be most effectively used in conjunction with other marketing strategies. They make smart use of their ad spend, to piece together all the elements of a wider marketing battleplan. They might gather the learning and best practices gleaned from the landing page and apply this knowledge to their wider marketing strategy. CR (Conversion Rate), for instance, can be a valuable tool. It will inform your CRO efforts (Conversion Rate Optimisation), illuminating the best ways to make future updates to the main site and craft conversion-driving pages.