After setting the PPC campaign (which include the creation of high themed keywords enriched ad groups, ads copies creation, networks setting, landing page selection and all other necessary setting) you are ready to start camapign.
If your main goal to run PPC camapign is lead generation or sign up or purchase completion on landing page, you should have a good landing page. A good landing page can increase the conversion rate and vice versa. But before tracking conversions make sure you inserted conversion tracking code in thank you page.
You optimized the entire campaign in good way but if your landing page is not good, it can spoil your all efforts. But how we can make a good landing page which will improve the conversion rate and help in decreasing the cost per conversion of leads.
Before optimizing the landing page, you should have an idea how vistior see the page. Most of people read the page like they read news paper or magzine. Means they start from left to right, then diagonally go to bottom of page and then back up at top.
Some of the best practices for landing page optimization are:
Make Sure Headline is Relevant and Visible
After clicking on you ads, the first thing visitor see in landing page is headline. Make sure your headline should be relevant to your ads copy. In 5 seconds visitors decide whether they want to stay on page or want to leave page. Therefore a well written headline can help you to keep visitor in your page. Try to use good call to action in your headline, mention offers, time period, discounts etc in Headline.
Overall Design
Design a simple, clean and visaul appealing page with good image. Landing pages with lots of images are bad, you can use very few selected images, make sure your content is visbile and easy to read. Headline of page should be visible with key message.
Content on Page
People don't read the page, they actually scan the page. So instead of writing 2-3 pharagraphs, write main points in bullets and highlight them in good way. Marked or Bullet points are easy to read and grab more attention than pharagraphs.
Put Conversion Form on Top of Right
Top right of page is best place for conversion form. Ask information which is absolute necessary, lesser will be fields better will be conversion form.
Important Information above the fold
Keep important information above the fold of page, in first look it should catch eyes of visitors. Make sure your call to action, headline, conversion form and bulleted points should be above the fold.
Minimal Navigation
Minimal navigation on landing page is topic of debate. In my point of view, landing page should have minimum navigation and all efforts of page should convince user to fill the form. You can give the naviagtion to website with company logo on top left of page.
Fast Loading Time
Make sure your landing page should not take more time to load. In general avoid the flashes, animation in landing page or don't put too much java scripts on your page.
PPC Keywords in Landing Page
Make sure your landing page should have all the keywords you used in ads copies and content should be relevant to keywords. If in ads copy you talk about the discount or some offer, it should be clearly visible in landing page.
These are the some of practices which can improve the conversion rate of your landing page. Besides that you can use the Google Website optimizer tool to test different landing pages.
If your main goal to run PPC camapign is lead generation or sign up or purchase completion on landing page, you should have a good landing page. A good landing page can increase the conversion rate and vice versa. But before tracking conversions make sure you inserted conversion tracking code in thank you page.
You optimized the entire campaign in good way but if your landing page is not good, it can spoil your all efforts. But how we can make a good landing page which will improve the conversion rate and help in decreasing the cost per conversion of leads.
Before optimizing the landing page, you should have an idea how vistior see the page. Most of people read the page like they read news paper or magzine. Means they start from left to right, then diagonally go to bottom of page and then back up at top.
Some of the best practices for landing page optimization are:
| Landing Page Component | Importance in % |
|---|---|
| Call To Action | 26% |
| Headline | 24% |
| Over All Design | 17% |
| Lead Form | 13% |
Make Sure Headline is Relevant and Visible
After clicking on you ads, the first thing visitor see in landing page is headline. Make sure your headline should be relevant to your ads copy. In 5 seconds visitors decide whether they want to stay on page or want to leave page. Therefore a well written headline can help you to keep visitor in your page. Try to use good call to action in your headline, mention offers, time period, discounts etc in Headline.
Overall Design
Design a simple, clean and visaul appealing page with good image. Landing pages with lots of images are bad, you can use very few selected images, make sure your content is visbile and easy to read. Headline of page should be visible with key message.
Content on Page
People don't read the page, they actually scan the page. So instead of writing 2-3 pharagraphs, write main points in bullets and highlight them in good way. Marked or Bullet points are easy to read and grab more attention than pharagraphs.
Put Conversion Form on Top of Right
Top right of page is best place for conversion form. Ask information which is absolute necessary, lesser will be fields better will be conversion form.
Important Information above the fold
Keep important information above the fold of page, in first look it should catch eyes of visitors. Make sure your call to action, headline, conversion form and bulleted points should be above the fold.
Minimal Navigation
Minimal navigation on landing page is topic of debate. In my point of view, landing page should have minimum navigation and all efforts of page should convince user to fill the form. You can give the naviagtion to website with company logo on top left of page.
Fast Loading Time
Make sure your landing page should not take more time to load. In general avoid the flashes, animation in landing page or don't put too much java scripts on your page.
PPC Keywords in Landing Page
Make sure your landing page should have all the keywords you used in ads copies and content should be relevant to keywords. If in ads copy you talk about the discount or some offer, it should be clearly visible in landing page.
These are the some of practices which can improve the conversion rate of your landing page. Besides that you can use the Google Website optimizer tool to test different landing pages.
