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Why dedicated landing pages for your PPC campaigns will boost your conversions
Whenever you're running a PPC campaign on Adwords, BingAds, or any of your favorite platforms, you may want to stop and think about your conversions. Sure, you could be making a decent amount of money from your PPC campaigns, but you could be making more if you used dedicated landing pages, and that's why I'm writing this discussion
I'm sure you've seen them before, a landing page after you click on an ad, and you may wonder why you were sent there and not to the homepage of the website? Well, this is a conversion optimization trick used by a lot of online marketers to boost their sales and profits. Think about it, you land on a page that welcomes you know what you're there for, and gives you direct links to buy or read about more of the products or services you were interested in. Don't you think there's a chance more people would purchase quicker if they didn't have to search for this type of stuff and were simply put on the pages they wanted?
Specific pages for Keyword specific PPC campaigns
What I like to do is set up various keyword groups within Adwords and BingAds then send people clicking on those to specific landing pages on my site. I could have a "Backlinks" keyword list and I might also have a "Web Design" and "Logo Design" keyword list that all point to different landing pages tailored for the people searching for those specific things.
This definitely increases my conversions since people don't have to search for what they want. They simply click on the ad, they're welcomed to my site, and everything they've been searching for is right in front of them with shiny "Buy Now" buttons lol
People are landing on a page they were looking for
How often have you clicked on an ad and had to go searching through a website for what you wanted? Did you know that most people will click away from the site if they don't see what they were promised within the ad they clicked?
If you add specific landing pages to your website and link them to your ads, you will keep people on your site longer, and we all know that means a higher chance of getting a conversion
Your homepage isn't the best place to have them land
Listen, I love my homepages, and they always take the longest to make, but I also know they're not the ideal place to send my PPC traffic if I want them to sign up quickly. Yes, your homepage is lovely and does well, but people clicking on your ads want to see exactly what they're looking for within the first 3 seconds they landed on your site. If you can't provide this for them, they will leave and find the next website that will do what you're not, and that's giving them the information they've been searching for.
Landing page content can be tailored to your PPC campaigns
What I love about dedicated landing pages and PPC campaigns is that I can duplicate the pages with ease and simply edit the content to be tailored to the keywords that are bringing in traffic. I will, of course, test various design options prior to duplicating everything, but that's pretty common, so be sure to do that if you want your pages to have the best conversion rates possible
Dedicated landing pages and PPC campaigns are made for each other and should never be broken up. If you're setting up a PPC campaign, you should already have a dedicated landing page for each ad in order to please all the people that are coming to your website lol.
Thanks for reading
- Tommy Carey