7 landing page tips to get the most out of your AdWords campaign
How do you feel when your client (or your boss) tells you that there is no landing page required for the online campaign? Frustrated?
Let’s get this right. It is difficult to convince her if you don’t put it in the right way. Here are some pointers for you to illuminate her about the power of Landing Page.
What are landing pages?
Here is a nice definition of landing page by Wishpond .
"In marketing terms, a landing page is a distinct page on your website that's built for one single conversion objective."
The conversion objective can be a sale, sign up to updates/newsletter, event enrolment or any other tangible business objective that your web asset is trying achieve. Often we use different terms like 'squeeze page' and 'microsites' (though not literally same but functionally they are almost same) for this.
Landing page is an essential element when we talk about Conversion Rate Optimisation and is positioned somewhere between the top and middle part of your conversion funnel. Landing pages are essential parts of your online ad campaign- search or social. Many evolved marketers use landing pages even for their SEO (search engine optimisation) as you can see from this.
Home page cannot be your landing page
Almost always with few exception.
Home page (or for that matter even the main inner pages) has a different objective to talk about your brand, your achievement, about you and all those important elements to put a visitor to ease. Landing pages are specific to campaigns - organic or paid. There are lot of factors that you need to consider while designing a landing page. That CONVERTS.
However, there will be few exceptions especially in situation where you want to promote only one single service. Like take the example of Ultralase focussing only on laser surgery
Don’t show this to your boss (client) yet !
AdWords and Landing pages
As we cover in our Digital Marketing course , a 'landing page experience' is one of the factor which determines the quality score on each of the keywords. Higher the quality score better is your ad performance. Whether in terms of the cost (CPC) or the click percentage (CTR). And ultimately it reflects on your conversions. As Google puts it- landing page experience is a gauge of how the customer feels when they land on that page after clicking on an ad. Not only Google tries to connect with the text that you put on your search ads to the text/content on the page, but also measures user's engagement on the page. And nowadays Google also measures the experience in different devices. Did you notice different search results in your laptop and mobile?
Google also offers some tips around the landing page experience :
1. Use contents which are relevant, useful and original. There are few raised eyebrows and hair splitting debate on the “Originality”. But relevance and usefulness is self-explanatory. Else why would I even bother to waste my time?
2. Be transparent and foster trust. I guess this is also something the search bots won’t understand just by crawling, but user behavior will be an indirect gauge to this.
3. Make navigation easy - in all devices. Unless I can navigate well enough I will probably close the browser (and 'go back') to find an easier website.
4. Make it load fast - We just don't have the patience and we skip the site when loading time irritates us. More so in your mobile.
5. Make it friendly to your mobile- This is a no brainer. Exactly what I talked in the last paragraph.
OK great! Is this all? Let’s take a deep dive at the 'experience part'.
Before that look at this Landing page by Neil Patel
No fuss. No long copy. No brainer - you get it just by having a glance. Right?
You don't have to imitate this. Your business is different than Neil (I guess so, because it’s a very strong competition out there). You may want to put some more things here for your specific audience. And here are my top 7 tips for a great landing page that helps to get better ROI for your AdWords campaign.
1. Headlines is your prime real estate. Generate curiosity or the urge to scroll down. Like "Do you want more traffic". (Yes, ofcourse. I want) You can use some tag lines to support the headlines. Like in this case: "Without spending a fortune in your PPC campaigns".
2. Think about your audience. Your visitor must feel that you have something special to offer. Which probably your competitors don't offer. Or at least they don't portray. Focus on your unique selling points and craft a story around that. An added benefit: they can repel your unqualified prospects.
3.Keep only what is required and present it logically. Content is the king. Craft a content that conveys the message clearly. Don't clutter the page with too much content. It is like your elevator pitch. If you get the initial interest your visitor will figure out where to go to get more related contents.
And keep it in a logical flow. With the continuous attack of the digital content in all our gadgets we would like to think less and catch on a flow which makes sense.
4. Don't put too many Call-To-Actions (CTAs). One or may be two. Don't confuse your visitors with too many things to click. Lead him to one or two actions. Saves your efforts and may be even cost.
And please don't say 'submit'. Use CTA like 'Reserve your confidential consultation with Neil'. Does it not make you more interested to click that big button instead of SUBMIT?
5. Give engaging media. Whether you are using video or image, make them 'relatable'. Make them interesting. And make them gel with the design of the landing page.
6. Box it. We often forget about the form. Sometimes it is hardly discernible. A best practise is to put it in a recognisable box and use pointers to the CTA inside it. And don’t ask too many information. Collect the bare minimum information. If you can impress her with the first contact, you will get the other information later.
7. If possible, provide some social proof. Like testimonials and recognition. Put those which are meaningful for your target audience. Preferably at the lower part of the landing page. By this time either you need to lead her to the next step or make the last attempt to stop her clicking the dreaded 'X' or 'back"on the browser.
So these seven are your hygiene check for your landing pages. Of course there are many other points you can improve on like style of copy, crafting story around a pain point etc.
Here is bonus point!
Create a thank you page! Not only it leaves a nice feeling, but it gives you one more opportunity to lead your visitor to more information, whether it is your blog or product feature page or even your social media pages. From my experience even if I get lower percentage of clicks on this Thank You page to subsequent pages the conversion percentages are higher there. Do your math.
Now it is the time to tell your boss (or your client) to spend the little bit of extra time and money to get a landing page created. If crafted well that will bring the returns many times over your investment. Will you?
Know more of such strategies and tactics to run your AdWords campaign in our Google Digital Marketing Program.
About the Author
Tuhin Ghosh is a digital marketing strategist consulting to clients in industries like IT, education, real estate, health care, retail and engineering. He is a Jadavpur University and XLRI alumnus who has worked in organisations like ICICI, ABN AMRO, Infosys and TATA Motors before starting his entrepreneurial journey 8 years back. He co-founded two companies one in management consulting and the last one being in e-learning. Currently he is the Subject matter expert in the Digital Marketing domain for Manipal Prolearn and is instrumental in designing digital marketing courses like the Google Digital marketing programs as well as helping in designing and delivering corporate training courses for Prolearn. He also speaks as a guest faculty in IIM, Lucknow and other management colleges.