Creating a PPC Landing Page That Works

Posted by Cucumber Helen |

In our last blog on digital marketing, we discussed the importance and methodology of choosing your primary digital marketing platform. When it comes to paid marketing, you will always be limited by resources and have to be picky when deciding where you want to focus your marketing efforts.

Ensuring that your website content actually converts on a consistent basis is just as, if not more important, than promoting your content towards a correct audience.

Even if you generate thousands of highly qualified website visitors to your website, your digital PPC campaign will ultimately fall short if you do not ensure that your copy is convert-able.

Here are a couple of methods, questions, and filters to review when analyzing your landing page performance:

What Is Your Primary Product?

Ask yourself—what are you selling? Is this a service that you expect to sell immediately, or do you intend to cultivate your audience in the long run? Often, this is tied with the lifetime sales value of your audience.

By understanding how your product sells, you’ll be able to craft a proper Call-To-Action (CTA) on your page—whether that’s to join a newsletter, submit a quote, engage on social media, or purchase a product, you have to know what you want from your visitor before thinking about why they should buy your product.

After you’ve identified what you want your visitor to do, you now need to review your entire landing page to see if its contents help you with that task.

Here are some filters we use when analyzing a landing page:

Criteria to Platform Selection

In order to generate a sale, the landing page must fulfill all of the following:

  1. Show the value of the tool
  2. Showcase the legitimacy of the tool and our business through case studies, testimonials, certifications, etc.
  3. Tap into the customer’s need to purchase our product
  4. Reduce barriers to purchase such as price, purchase process, etc.

Typically, in order to address these criteria, our campaigns will need the following:

  • We can show the value of the tool by showing how it solves a pain point
  • We can showcase the legitimacy of our business through testimonials and case studies
  • We can reduce barriers to purchase via an enticing Call To Action tied to urgency or value, and optimized via proper Conversion Rate Optimization (CRO)

What Now?

When it comes to landing page optimization (also known “Conversion Rate Optimization” when performed on a consistent basis), you will need to review your landing page performance and make tweaks over time.

Start by collecting data on cost per click, search impression share, clickthrough rate, and cost per lead while running your ad campaigns, then diving deeper into the bounce rate, pages visited, and “time spent on page” of your landing page. Typically, you’ll be able to identify trends that will inform your next optimization task.

Conversion Rate Optimization is an ongoing process that can be approached in many different ways—this is why businesses hire marketing agencies such as Cucumber Marketing to analyze, critique, and act on paid marketing campaigns over time. When you work with an agency, you can pull from the expertise of multiple agents who live and operate within a multitude of industries to provide both breadth and depth of knowledge.

That isn’t to say that you “must” work with a marketing agency to see success with your marketing campaigns. As long as you repeat the Conversion Rate Optimization process consistently over time, you’ll be sure to see improvements over time.

Let’s take a step back and see what we’ve discussed so far.

In our previous digital marketing blog, we discussed the importance of identifying your primary marketing platform and choosing a marketing strategy that will engage with the right audience. This blog post dealt with optimizing your marketing spend to generate qualified website traffic and making the most of your marketing resources.

In this blog post, we reviewed the importance of actually converting a visitor once they land on your website. By ensuring your content shows value, creates trust, and entices a visitor to take action, you will make use of your hard-earned traffic to generate consistent sales.

Lastly, we left you with an opportunity to put both of these tactics into action to generate consistent, qualified traffic that will convert at a consistent rate in order to maximize your marketing ROI.

We hope that these PPC digital marketing tactics will help your business grow! If you have any questions, comments or would simply like to pick our brains on how to best market your business, feel free to reach out to our marketing agency in Vancouver, and we will be happy to chat with you about it! Connect with us on Facebook, Instagram or LinkedIn—we would love to hear from you. 

Thanks for reading, and… keep it cool!