Have you ever searched a keyword, clicked on an ad and found that you are on an unrelated landing page? This unfortunately happens often. Companies spend hard earned capital on an in depth pay per click advertising campaign and then link their ad to their home page. The reality is that when the potential customer does not see the keyword they are looking for, they hit their back button and continue their search.

Every PPC ad must have a unique message and must have a unique landing page. Each landing page should include all the information needed to close the sale. The customer may never visit your home page; however, you should link to it.

The following tips can help convert visitors to customers and ultimately lower your ad costs:

1. Keep your content above the fold: Above the fold simply means copy that is visible to the searcher without having to scroll. If a visitor does not see what they are searching for in five seconds, they will go elsewhere.
2. Unique landing page copy: Landing page copy should contain at least 250 words and include your keyword at least three times. This will help convert your visitors to customers.
3. Incorporate dynamic headlines: A dynamic headline will change based on the keyword that the searcher types in. When your landing pages incorporate dynamic headlines, the visitor is more apt to read your offer and complete the sale.
4. Cleanup the clutter: Your landing page should focus on one unique message. Remove unneeded icons, images and copy. This will also enable your page to load quicker.
5. Use a large call to action: Make sure your call to action is large enough to see and easy enough to implement. Simplicity equates to increased conversions.
6. Use a short form: The shorter your contact form, the better. Be sure the submit button is above the fold and only ask for necessary information. Long forms are turn offs and will make the potential customer leave your landing page.

When you incorporate a simple direct message with an easy to use call to action in your landing page, your conversion rate should increase.

Tags: landing pages, pay per click, sem

About the author: Frank Freund

Frank is a goal driven professional with solid experience in search engine marketing and inbound marketing principles including blogging, social media, and lead conversion.

Want to contribute an article?
Just email us - hello [at] myadengine [dot] com

Liked this? You should share or subscribe for more!

Your email: