Before we dive into this article, let’s understand the definition of landing page when it comes to PPC. A landing page is a single web page that a visitor “lands” on after the visitor clicks on an ad. In certain cases, the simpler the landing page is, the better it is. “Why?” It’s because the main intention of a landing page is to avoid visitor to navigate around a complicated website. With a single landing page, it helps to guide visitor toward your conversion goal!
Now, please be aware that there are users who click all the ads on Google search result. Then, they filter by comparing what they see on each landing page (Well, I’m one of them). This is when landing page plays a crucial role. Let’s standout & impress your potential customers! It’s now or never.
*entering into highly classified zone*
Simple but important rules for your landing page.
- Message matching
Message matching is when you match your ad headline and your landing page perfectly. This is to avoid confusion so that users know they are directed to the correct web page. Don’t try to be mysterious and make it hard for your visitor to know what you’re selling.
- Optimize for Mobile
If you do not know how important is Mobile Responsive Website yet, you may refer to the amazing article here written by our little yet awesome web developer. I doubt that a user will put so much effort in zooming in and out just to submit an enquiry form.
- Length of landing page
Length of landing page depends on your campaign objective. There are pros and cons for both short and long landing page. Let me break it down for you.
Short Landing Pages (less information):
- Generate more leads, typically lower quality.
- Suitable for low commitment actions.
- Recommended when offering free resources.
Long Landing Pages (more information):
- Generate lesser leads, typically higher quality.
- Recommended for product landing page.
- Call to Action Button
End of the day, your end goal is to get visitors to be interested in your product/service and contact you. Therefore, a call-to-action button is your visitors’ end destination. Be sure your call-to-action button is larger in font and contrast in colour. You want to keep reminding your visitor to get in touch with you.
In a nutshell, Your PPC landing page should contain:
- A clear headline
- A detailed & straightforward description
- An obvious phone number
- Testimonials / Clienteles
- A clear call to action
- A simple enquiry form
- An exciting element (video / attractive images)
BEFORE
AFTER
If you pay enough attention, you will realize that the new landing page fulfils all the points stated above. And this is why SuperCamp reduces their cost per conversion by almost 100% (from RM484.91 to RM34.25). This is not a rocket science and SuperCamp has already proved it to you!
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