Amazing Tips For Pay-Per-Click Landing Page Optimization
If you’re running a pay-per-click (PPC) traffic campaign, there’s a big chance that you’re sending that traffic to a landing page.
Though, when using pay-per-click traffic, you can’t just throw up a landing page and expect everything to work out for the best.
Rather, a person needs to ensure that you’re optimizing your landing page for conversions. If not done, the landing page will never reach its highest potential.
pay-per-click ads can massively influence the landing page conversions. And if a majority of the traffic is coming from pay-per-click ads, one can see the importance of focusing on ads.
It makes sense to make an effort to perform pay-per-click landing page optimization on these ads, before a person starts the work on the landing page.
1. Create One ad Per Landing Page
One thing a person needs to focus on is creating one ad per landing page. The benefit of doing this is that you’ll be able to clearly understand how each ad is affecting the landing page conversions.
If there are multiple ads per landing page, you won’t be able to identify which ad is causing landing page conversions to rise.
The great thing about this approach is that it will allow you to collect data in a way that is easy to interpret.
Each ad and its landing page will have its own unique set of metrics which can then be compared with other ad and landing page pairings. There will be no crossover that muddy’s the data.
2. Message Match ( pay-per-click ad and landing page)
As mentioned, pay-per-click ads can influence your landing page conversions. There’s one main reason for this.
If your pay-per-click ad conveys a different message to what can be found on your landing page, visitors will feel as though they’re on the wrong page.
They may then click the back button and not take an action on your landing page. This will of course, reduce conversions.
Therefore, you need to maintain some congruence between your pay-per-click ads and your landing pages in order to perform the pay-per-click landing page optimization.
3. Landing Page Headlines
Firstly, as discussed, a person needs to ensure the ad is matching the headline of the landing page. So if you’re going to change your landing page, you’ll need to adjust your ad too.
Of course, a person is free to experiment with different ad headlines and landing page headlines, though it often works out for the better when the two have the same headline. In any case, how can you go about doing this?
First, create a new ad group / ad set.
Then, create a new pay-per-click ad in that new ad group/ad set, and direct that ad to a fresh landing page.
4. Color Schemes
Color schemes can also impact the conversion levels on your site. Now, you don’t want to make color schemes the first thing you focus on — though a change in color schemes can improve conversions if you’re out of ideas.
Lead pages found that the color ‘light blue,’ boosted response on one landing page by 141%. This change won’t apply to all landing pages. Each landing page is going to be, in general, targeting a different demographic.
Different demographics respond to things differently.
So what works for one, might not work for another. You, therefore, need to test widely, if you want to find a color that performs your pay-per-click landing page optimization
5. Changing The Number And Locations Of CTA’s
Another way by which landing page can be optimized is by moving around the CTA’s you have on your page. You can also experiment with changing the quantity of CTA’s you have on your page.
If you have a long form landing page, it might be a good idea to have some CTA’s throughout the whole page. On top of what has already been mentioned, you might also want to test the color and copy, that your CTA’s use.
Changing button sizes can also be an interesting way of split testing your CTA’s, and therefore performing the pay-per-click landing page optimization.
Optimizing a landing page that is primarily receiving pay-per-click traffic can seem confusing at first. You’ve got to keep the headlines same or at least very similar on both the ads and the landing pages.
You’ve also got to maintain the same messaging in the copy. One can create unique ads for each of the landing page headline variations that you are going to test.
After having read this article, you should have a clear sense of the process that you need to follow when performing pay-per-click landing page optimization.