Increase PPC Returns with a Custom Landing Page
by Hostway
Pay per click (PPC) advertising continues to be one of the most cost
effective and measurable marketing mediums available. Campaigns are becoming
more sophisticated to increase the return on investment. The PPC experience
should be seamless: the search engine ad catches visitors’ attention with an
offer and the ad leads to a offer-specific landing page that provides the offer
details and tells visitors how to sign-up.
This ad/landing page combination leads to a better user experience than
linking to your home page and hoping the visitor figures out what to do from
there.
The Customer Experience
To make it easy for your potential customers to understand your product or
service and how to buy it, you’ll need to create a page focused on a single
offer. Give them only one or two options for clicking on the page so they don’t
get lost. If your goal is to generate sales leads, the only option on the
landing page should be “sign up to learn more”. If your goal is to sell, “order
now” would be the best option.
Next, it is important that the ad and landing page are closely related. Any
keywords used in the PPC ad should appear on the landing page as well. Visitors
may feel tricked if you offer something in the ad, and the landing page doesn’t
mention it. And search engines could lower your quality score as a result.
Making the Search Engines Happy
Pay per click ads are the bread and butter of search engines’ business model.
They are able to provide search functionality for free because they bring an
enormous number of eyes to a site where advertising can be inexpensive and very
effective.
Because of this set up, search engines must cater first to their audience.
Only by continuing to bring large numbers of people to their sites, can they
offer advertisers any value. Google rewards high-quality landing pages lower
per-click prices, and other search engines are likely to follow.
When search engines look at your landing page, they’re looking for elements that
give their users a better experience, including:
- New, original content
- Relevancy to your ad
- Easy-to-find privacy policy
Incorporating all of these items usually leads to more sales and return
visits.
Turning Visitors into Customers
When people use the Internet to shop, the options are nearly endless and your
ad may appear next to many competitors. It’s important for you to focus on how
your company differs from the competition and present that information on your
landing page.
When visitors click to your landing page, you have just seconds to convince
them to do business with you, so start off by telling them how you’re different
than all the other companies offering the same product or service.
Once you have your ad and the landing page, you’re ready to launch a pay per
click campaign! It’s a great way to drive traffic to your Web site and grow your
business.
Hostway Corporation helps small- and medium-sized businesses
grow with innovative Web services that make advanced technology accessible and
easy to use. Founded in 1998, the company currently serves more than 600,000
customers across the globe with domain name services and Web hosting packages
that include an easy-to-use Web site builder and a built-in mechanism for
driving traffic. One of the world's largest Web hosting companies, it operates
over 250,000 square feet of state-of-the-art data centers with a direct presence
in 13 countries, 17 worldwide operation centers and more than 700 employees.
Visit Hostway online at
www.hostway.com. |