Importance of Landing Page Optimization and Ad Content for PPC

Importance of Landing Page Optimization and Ad Content

In our previous blogs we dealt with the importance of Google’s Quality Score for PPC ads and setting up ad groups. The success of digital marketing in Long Island depends on these factors, but there are a few other things to remember as well in PPC marketing.

We talk about so many things when it comes to PPC ads, how they appear in the search results page, what keywords to optimize them for, how many keywords to include in an ad group, how to ensure high Google AdWords Quality Score, etc. But how much have you focused on improving the quality of your landing page? The ultimate success of your PPC marketing campaign depends on how well you have optimized the landing page.

Getting the Landing Page Right

The landing page is what people see when they click your PPC ad. And if they don’t find the content of the landing page corresponding to the PPC ad content, or is confusing and not user-friendly, they could turn back, increasing that page’s bounce rate. That is then detrimental to your quality score. And it obviously reduces your chances of conversions too, which is the entire purpose of your ad. Using analytics such as Google’s Page Speed Insights to find out how your landing page is important can give you insights on improving your page. The Google Mobile-Friendly Test is also an important tool by which you can check out if your landing page is up to the requirements.

In our previous blogs we talked about ad groups and keywords. It goes without saying that your landing page must contain relevant keywords so that readers know the page has what they’re looking for. Each ad group must include unique and important keywords. It would be really useful for your quality score if you can design a landing page for as many ad groups as possible, though it wouldn’t be possible to do that for each and every ad group. But it certainly can help raise your user engagement, since they get the confidence that the ad points to a page that contains what they really need.

Quick Loading Landing Page with User-friendly Interface

But all that can only help attain your goals if your landing page has a user-friendly interface, and the user doesn’t find it hard to get to the information they’re looking for. It should also load fast. Only if these factors are taken care of, can the bounce rate of your page reduce.

Importance of Landing Page Optimization and Ad Content

The Right Theme for Your Landing Page

So you need to get the theme of your landing page right. The landing page can be a means of strengthening your brand. For that, the theme of your landing page must resonate with the other pages of your site. Depending on the industry your business operates in, you must have colors on your landing page that are pleasing and do not interfere with the text of the page or the information it presents. Your landing page must have a main image and your logo.

Optimizing Ad Copy

The landing page is something the PPC ad leads to. We’ve talked about optimizing its design and content, but for your readers to get to that, they need to first find your PPC ad attractive enough to click. It needs to have copy or content that will appeal to your target audience.

Satisfy the Urge of Your Audience, Show It through Words

We’ve talked about the fact that the keywords and ad groups for your PPC ads must be optimized for what users need. The content of your ad must also resonate with what your target audience is really looking for. It must satisfy their urge.

So, address your audience directly by using words such as “your,” “you,” etc. If possible, add action words such as “find,” “get,” “see,” etc. If they are appropriate to what your target audience wants. Directly addressing them helps you start your relationship with your potential customers in a great way.

Satisfy the Urge of Your Audience

Add Numbers and Stats

Adding numbers or statistics has proven to increase the click-through rate (CTR). Again, you can’t just add numbers for the sake of including them. Your whole ad copy needs to be designed around them, only if they are appropriate for the keywords you’re targeting and the services you’re offering.

Build up the Emotional Quotient

But what you can’t really get away from is that you need to emotionally connect with your audience. You need emotional triggers. A PPC ad, or any ad for that matter, should never be boring. And emotionally forging a bond with them is one of the surest means of making an ad exciting. You know what the core needs of your target audience is. That’s what you’ve optimized your keywords and ad groups around. Figure out the emotional quotient in them and play up those emotions.

If you’re selling shoes, handbags and fashion accessories, you can easily build up on the emotional quotient by saying, “Don’t get left out of in vogue handbags” or “Trendy shoes you don’t want to miss out on”. These particular examples stimulate the negative feelings of audiences. In other words, they evoke emotions that the audience doesn’t want to feel, such as the fear of getting left out of something trendy. You can also stimulate positive feelings with these same ads, such as “Feel hip with these trendy shoes”. It evokes the positive emotion of being part of something cool. Likewise, depending on what your business deals with, there are other emotions you can play with such as the sense of inconvenience or insecurity or the feeling of relief or hope.

Build up the Emotional Content

With this we have reached the end of our series on pay-per-click marketing. If done in a planned manner by setting a budget, doing adequate keyword research, studying the needs of your target audience, creating ad groups, optimizing landing pages and ensuring attractive ad copy, your campaign can earn a great Quality Score and increase your chances for conversions. Experienced Long Island digital marketing companies help adopts the most efficient PPC strategies for clients, to attain great ROI.