Whew! This PPC stuff can be hard work. You spend hours prepping the soil (researching keywords and competitors), planting seeds (account creation and settings), watering & fertilizing (bids, match types and testing) and weeding (negative keywords and domain exclusion). Finally, it’s time to harvest and see the reward of your labors.
Landing Pages – Where the Harvest Happens
All your work should result in a qualified person arriving at one of your landing pages. However, their is still work to be done.
- Relevance – Is your landing page relevant to the keyword searched and the ad copy they clicked? If you can’t answer yes to this question you’re losing a large portion of your harvest. The chain of relevancy is vital to conversion because your ad copy made a promise. Your landing page has to deliver on that promise.
- Clarity – As Flint McGlaughlin of Marketing Experiments is fond of saying, upon arriving at a landing page customers want to know “Where am I?”, “Why am I here?”, and “What can I get here?” Your landing page needs to convey those answers quickly (within the first few seconds) and clearly.
- Actionable – This may seem obvious, but your landing page should prominently feature the next step you want a customer to take. And don’t just “feature” it, tell them exactly what they should do. From the headline to the button copy, tell them what you want them to do and the benefit they’ll receive if they do it.
Don’t waste all your hard work with a half-hearted harvest. Get those landing pages done right.