A pay per click campaign cannot be truly successful if you don't have a landing page that capitalizes on the increase in traffic that the campaign generates. You've created the keywords that draw these visitors to your landing page. Wouldn't it be such a shame to lose these visitors because your landing page fails to deliver? It would be wrong to fail to consider that your landing page may be at fault rather than the keywords you've selected. This is especially true if you are getting the clicks but they just aren't converting into sales.
One thing you will want to do is make a point of creating several landing pages and testing them out to see which one delivers the best results. You can direct the bulk of your pay per click ads to those pages that deliver the best results consistently. It's a good idea to always test and tweak your keywords, landing pages, and analyze the impact that the changes bring about.
Some things you will want to keep in mind as you create your landing pages are listed below.
Offer a Solution to a Problem
It's always a good idea to use your landing page to help people. When you make them feel as though your genuine goal is to help them solve a problem or find a solution they are much more willing to buy from you.
Is it Appropriate to the Search Term?
This is an important factor to consider. If you need to create multiple landing pages in order to work with various keywords or phrases then that is what you need to do. Your landing page needs to work with the keywords that were queried or you have wasted the price of a click and created a frustrated visitor.
Does it Load Quickly?
Make sure that your page loads quickly, even on dial up. The reason is simple. People are impatient. If your page takes too long to load, they will click out and move on to the next site in search of instant gratification.
Does it Grab Attention?
If your headlines don't immediate grab the attention of your visitor then it's time to make a change. Make sure that your page is easy to read and gets the attention of your buying public. You've worked hard to get those visits. Don't drop the ball at this critical stage by using less than engaging content.
Do You Call Visitors to Action?
Are you asking them to buy? Are you telling them what you have to offer and giving them a reason to buy right now? Believe it or not, something as simple as suggesting that visitors buy now is known to deliver big results. If you don't believe this, test it out for yourself. You'll be surprised by the results.
Your landing pages are almost as critical to pay per click campaign success as the keywords you use to draw the visitors in. Make sure that you put a great deal of time, care, attention, and testing into the choice of keywords you are using.
There is a great deal of emphasis, when it comes to pay per click advertising, that is placed on the importance of choosing the right keywords and building an excellent landing page. Far too little emphasis is devoted to the art of creating better ads than the competition will come up with. If you want to really make a difference for your bottom line you will need to master the art of brevity and learn to create killer ads in as few words as possible. The good news is this. There are not many challenges in life that are as fun to meet.
So, how do you go about writing the ads that will really get the attention and, more importantly, clicks of your target audience?
First, you must learn to write for your audience. You aren't talking about Pulitzer worthy material in the amount of space you have for these ads. What you do need to worry over is creating ads that are going to appeal to the audience you are hoping will buy from you. Write the ads in a manner that will appeal to them and make them feel as though you wrote the ad specifically for each and every person that is looking for what you have to offer. Be specific and write as though you were the one looking for the product you are selling. You will be amazed at the difference making it personal to every visitor will make to your overall bottom line.
Second, you need to grab their attention. There are many things that are competing for attention with your little headline pay per click ad when it comes to the Internet. You must overcome the flashing ads, the talking ads, and the mountain of data on the other side of the screen that they would ordinarily need to sift through in order to find what it is that you have to offer. Make it easy for them by grabbing their attention and guiding them to a place where they can buy the product(s) they are looking for quickly and easily.
Third, invite them to make the purchase. Have you ever noticed that some people never seem to get what they want no matter how hard they work for it while others seem to get everything handed to them simply by asking for it? It's amazing. If you haven't, take a step back and view the world objectively for a few days. It's truly eye opening the difference that can be made in your sales by simply inviting the visitors to your website to buy. Use it in your keywords, use it in your ads, and by all means use it in your landing page. Your goal is for them to buy what you are selling. If they don't know this; it's rarely a bad idea to clue them in as long as it is done in a professional and courteous manner.
These three things can make your pay per click ad campaign everything you hoped it would be. Try them out today and see what a difference they make.
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