Thursday, July 18, 2013

PPC Landing Page Optimization

In SEO marketing, there's no faster way to garner more traffic to your company's website than Pay Per Click Advertising. Once a PPC campaign is setup, the playing field is relatively even for small businesses and large corporations alike.

While the promise of more traffic might sound enticing, traffic in itself doesn't really mean anything unless those website visitors become customers. Yes, driving traffic and converting traffic are two entirely separate strategies of SEO marketing. One important aspect of converting more vistors is the setup of your PPC landing page.

Below you'll find 5 key PPC Landing Page Optimization Tips to take into consideration for capturing more leads from your company's paid search campaign.

1.  Make Your PPC Landing Page Headlines Keyword Relevant

Headlines are critical in keeping visitors from surfing away (bouncing off) your PPC landing pages. A page headlines (H1 tag) essentially is the first thing a visitor notices when they land on your PPC landing page. If the visitor doesn't see anything highly relevant to the query they searched, they'll likely bounce off your PPC landing page as quickly as they arrived.

Effective PPC landing page headlines should tell visitors that they came to the right place, whether they are looking for home products, ebooks, or pet shampoos. Conversion-oriented headlines will tell visitors that the action they took in clicking on your PPC ad will lead to the solutions they are looking for.

2. Utilize Keywords as You Would for Organic Search

The most important thing when discussing keyword optimization for both organic SEO marketing and PPC landing page optimization alike is NOT to get out of hand with your keyword usage. In short: Don't keyword stuff!

However, when a PPC landing page is optimized for certain keywords, the probability of a conversion are much higher. Keyword optimizing your PPC landing page can also have a direct impact on the overall Quality Score of your ad (Ad Relevancy) which means you will also be paying less for your clicks..

3. Write Conversion-Oriented Copy

Having conversion-oriented copy is essential for all facets of a PPC campaign. From having persuasive Ad Copy that garners clicks, to a relevant headline that keeps them on the page, the body copy of your PPC landing page should also be written in a convincing tone. A good SEO copywriter can not only write for the search engines, but also can convince users to convert with their use of persuasive copy.

Conversion-oriented content on PPC landing pages should center around what your product or service is and how it provides a solution to the user's problem or need. Content structure should be simple and concise. Providing visitors with readable, understandable, and well-researched content with a strong call to action.

4. Have an Eye Catching PPC Landing Page Design

PPC landing pages with simple bulleted lists are boring. Design your PPC landing pages to be eye catching, easy to navigate, and to drive conversions from website visitors.

5. Always Be Testing!

In SEO Marketing and in PPC landing page optimization, make sure you're always A/B testing.

A/B split testing is a process that is common in SEO marketing on both the paid and organic sides. In a nutshell, A/B testing provides two separate landing page layouts, on-page copy, calls to action, button colors, etc., in order to identify which is more effective for enticing conversions.

If your company is investing in a PPC campaign, make sure you're considering these five PPC Landing Page Optimization strategies to ensure your campaign is performing at its peak.

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