Landing pages are the most valuable and important part of your paid search advertising campaign. They convert well, they help you build brand awareness, and they can improve your organic rankings. This is why it’s important to create a high-converting landing page that will bring in more leads and make more sales than your other ads. These 5 PPC landing page best practices will help you increase conversions and optimize your ROI.
The Importance of Landing Pages
Landing pages are one of the most important assets for any paid search advertising campaign. They convert well, they help you build brand awareness, and they can improve your organic rankings. This is why it’s crucial to create a high-converting landing page that will bring in more leads and make more sales than your other ads.
Segmentation is one of the most important concepts in PPC because it allows you to divide your target audience into smaller groups. This allows you to better target your ads and keywords. It’s also a good way to see which specific audience performs the best for you. You can then use that information about what language, demographic, or type of ad does best with certain groups. For example, if you have 2 different ads and 2 different landing pages, you could run A/B tests by only changing the copy on one page and compare results against each other.
The more specific your segmentation is, the more successful it will be.
Adil Advani, WellPCB
The first best practice is automated bidding. You should never start a PPC campaign without setting up automated bidding. The goal of this strategy is to set your bids as low as possible at the beginning and then increase them when there’s enough data on how your ads perform. This will get you the best ROI for your budget.
You want to make sure that you are bidding in accordance with the relevancy score of your keywords. For example, if you have keywords with a lower relevancy score, you want to bid less so that you don’t spend unnecessary money. If the keyword has a higher relevancy score, it would be worth spending more money because they may convert better than those with lower relevancy scores.
Eric Peterson, Stream Digitally
Regularly Update Negative Keywords
When you’re creating your PPC campaign, it’s important to include negative keywords in your search terms. These are words or phrases that you do not want to show up in your ads. For example, if you sell women’s clothing and you also sell men’s clothing, then the word “men” would be a negative keyword for your campaign unless you want people searching for men’s clothing to see your ad.
You can use Google AdWords Tool so that it will provide suggestions on what words should be included in your list of negatives. Some words may seem irrelevant but could make sense depending on the topic of your campaign.
Regularly updating negative keywords is one of the 5 PPC landing page best practices that will help you increase conversions because it helps keep cost-per-click (CPC) low and prevents irrelevant people from seeing your ad.
David Adler, The Travel Secret
Optimize your landing page for mobile
One PPC landing page best practice is to optimize your landing page for mobile. With the rise of mobile traffic, it’s important to ensure your landing page is viewable and usable on all devices.
When you optimize your PPC landing page for mobile, you don’t want to make it too small or too large. You need to take into account the screen size of different devices when creating a landing page for your campaign. For example, if you’re using a responsive website design with a fully-functional back end, you can use an AMP or mobile-friendly plugin with WordPress in order to create one landing page that’s viewable and usable on all devices.
Diversify Your PPC Portfolio
With paid search advertising, you’ll want to take advantage of everything Google AdWords has to offer. You should diversify your PPC portfolio and include a mix of display ads, video ads, and text-based ads. By spreading out your resources in this way, you will see increased visibility for your business across a number of different media channels.
Additionally, when you diversify your PPC portfolio, you’ll be able to achieve an optimal return on investment (ROI). When you spread your advertising efforts across these different types of campaigns, it will become easier for you to recognize which type of campaign is converting the best. You can then focus on the type of campaign that generates the most leads and make more sales.
With these five PPC landing page best practices you can make your campaigns more effective and earn more conversions. Don’t let the complexity of Google AdWords scare you, with these tips you can become a pro and get the results you want.