Building Better Landing Pages for Ad Campaigns
If you are paying for your clicks, then you need to be sure that you are getting the best ROI (Return on Your Investment) that you can.
It is no good throwing bad money after good if your conversions are just not hitting the spot. You may well of heard that good keyword research is key to your Pay Per Click campaigns, but this is not the only thing that matters.
If you ever struggle to covert sales, clicks, visitor to sales ratios, then make sure you do the one essential step everytime.
Put yourself in the shoes of your visitor, and if you cannot, then get a second opinion.
Taking our poor converting PPC campaign for instance.
You researched your keywords, you did your competitor analysis, you tracked every click and you know where and when your visitor is coming to your site and then leaving.
If you are getting the click on the search engine or from content, then you know your ads are working well. You got the copy correct and you are converting those viewers to clickers. But the proof in the pudding is what they do once they reach your web site.
If you are not converting sales, then it is likely that your landing page copy is not working, or is just not suited to the click market you are attracting.
The general rule of thumb when creating pay per click campaigns is to make sure that your ads AND YOUR CONTENT are very targeted.
Let us imagine you run a travel site. You offer tour guides in Cape Town, Durban and Johannesburg up to the Kruger National Park.
If you write a pulling pay per click campaign about the sights of Cape Town, and then your landing page covers all three destinations, then this is too generic. You need to get more specific.
If you write ads about Cape Town Tours, make sure that everything on your landing page in only about Cape Town Tours and sites. Provided your ad is telling the reader what to expect on your landing page, and then you deliver that on your landing page, you will find your conversion ratios will improve.
I would even tighten the niche further. Writing specific ads about specific places of interest within your Cape Town Tours, and break your landing pages down further.
You can then use navigational tools, links in copy to open up into more sights and places within that same region if you wish, but tight focus will bring better results.
Remember with Pay Per Click, you are not after the casual browser. You want the people who are looking to buy. Casual browsers will cost you lost money, you can go after that sector through your organic marketing strategies, but Pay Per Click needs to deliver sales conversions.
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