Many people take landing pages for granted when implementing a digital marketing campaign, which is a terrible mistake. Landing pages are incredibly important when it comes to bringing people to your website – and keeping them there. This is especially true when talking about PPC (Pay-Per-Click) campaigns. When it comes to actually turning traffic into conversions, landing pages are a critical element. For any powerful PPC campaign to take off, it is important that landing pages are not forgotten about. Landing pages are a wonderful tool that can take away from all the extra noise as you direct people to your actual website. Since the goal of any PPC campaign is to drive targeted traffic to a particular web page, it is important that each and every landing page on your website is optimized and that the content is excellent.
It may help to look at landing pages as the heart and soul of a digital marketing plan, specifically when it comes to generating leads and connecting people with the product or service they are looking for. This being said, landing pages are often underutilized – oftentimes because they become too overloaded. However, landing pages are absolutely imperative to any successful PPC campaign, which is why we are going to take some time today to discuss why they matter and how you can make changes to help improve their effectiveness.
What is a Landing Page?
As many of you know, a landing page is a web page that is in place to capture a visitor’s information. There are two types of landing pages – Click Through and Lead Generation. As you can imagine, Click Through landing pages aim to persuade the visitor to “click through” to another page. On the other hand, Lead Generation landing pages are used to capture data, such as the visitor’s name and email address. Good landing pages target a specific audience, such as traffic from an email campaign or visitors who click on a PPC ad promoting your product or service. By building landing pages that are easy to navigate and direct visitors to either redeem marketing offers or download content offers, you will be on the right path to providing your audience with something of value. This, in turn, means you will convert a higher number of your visitors into leads.
Why Are They Important to PPC Campaigns?
There are many different reasons why it is important to make sure your landing pages are optimized and targeted in a PPC campaign. Because PPC campaigns work to generate traffic and convert traffic at the highest rate possible, it’s important that you do everything you can to bring the right people to your web pages.
One of the main benefits of landing pages for PPC campaigns is that they can be specific to what people are searching for. For example, if someone searches “dentist for Invisalign”, they should be shown a landing page specific to that. It is not enough for a landing page to simply cater to what the user is looking for, it must also keep their attention through interesting, relevant content and graphics. When you are able to encourage people to stick around on a specific landing page, you will have a better chance of getting them to convert than if you were to just send them to a general website.
Optimizing targeted landing pages for your PPC campaign should be at the top of the list when it comes to digital marketing “to do’s”. Not only will landing page optimization increase your conversion rates, but they can help provide you with better metrics and cut your advertising costs, as your ads will be more relevant and designed to drive targeted traffic.
To learn more about the importance of smart landing pages when running a PPC campaign, please contact Tech-Critic today.