4 Woefully Underused, Crazy-Effective PPC Landing Page Tips
There are several reasons why a landing page wouldn’t work. One of the reasons can be an unsuitable offer. Your hard work in creating irresistible expanded text ads will go down the drain if these ads are not supported by matching landing pages.
Therefore, it is crucial to optimize your landing pages. Make sure that they are not underwhelming and match in tone and design with the ad, so a user is impressed and goes through it.
The landing pages should be fine-tuned and consistent. If a visitor finds any inconsistency, there can be an expectation mismatch. As a result, they might get put off, leave your landing page unimpressed and go back to the search engine result pages. It is a marketer’s fiasco as you pay the advertisement platform to send these visitors to your landing page, only to bounce back as the landing page disappoints them.
A mismatched offer will not appeal to a visitor regardless of how powerful your ad copy is or how impressive your landing page design is. Make sure that your landing page carries an appealing offer along with some enticing benefits for your audience. It will push people to click on your call-to-action button. An attractive layout, typefaces, images, colors, and a natural person for chat support can be a big plus for an enhanced conversion rate.
The next most crucial step to ensure success with the above measures is to do A/B testing. It should be an ongoing process to hire a full-time guy for that. Regularly tweak your copy and design and cull the bad ones to see how the conversion rate soars.
4 Crazy-Effective PPC Landing Page Tips
We will not discuss these measures today that yield results in the long run. Instead, we will discuss four killer techniques and best practices for PPC landing pages that will help boost your conversion rate quickly. These are proven tips from the experts that work like magic.
1. Write Brief & Compelling Copy
People don’t read; they scan. So, make sure that you aren’t throwing an encyclopedia of information in front of a visitor. So, your ad copy should be compelling yet brief. Leverage bullet points to convey your message with more clarity.
Here are ten tips for writing an excellent ad copy.
- Show the customers how you can solve their problems.
- Use emotional triggers to generate sales (Fear, Anger, Excitement, Disgust & Love, etc.)
- Move away from features, focus on benefits (Comfortability, Faster approach, Effects, & Precision, etc.)
- Leverage FOMO (Fear of Missing Out, a deadline, etc.)
- Avoid generic and typical salesy language. Use specific calls to action.
- Use relevant keywords in your headline and description.
- Help the user decide within seconds.
- Keep your navigational funnel shorter and help users complete your CTA as quickly as possible.
- Use the power of suggestion. End your ad copy with persuasive but straightforward language.
- Do A/B testing of your ad copies and keep on testing.
2. Honeytrap Bots with “Honeypots”
Honeypots are used as software code snippets that you can embed into your landing page form to ward off unwanted spambots.
Sometimes, bots land up on your landing page when you expect to see leads and waste your precious time and money. The most common method to deal with such bots is to use CAPTCHA, which can badly impact user experience. Most people don’t get it correct the first time.
So, while it’s effective in keeping the spam away, it may also prevent otherwise serious prospects who might otherwise have converted easily.
How Does the Honeypot Technique Work?
Honeypots capitalize on the idiocy of the bots. For example, you can create a hidden field in addition to the actual field on your form. The aim is to trick the bots into filling this additional field too. Human prospects can’t see that. So, when you receive leads, filter the ones that have completed the hidden field.
The code you can use on your PPC landing page looks like the one below.
This code can create a hidden email field apart from the actual email field on your form. You should include a “display: none” CSS rule, as it will keep it hidden from the actual humans’ eyes.
You can also make your job easy and dive right into the place where leads land up if you use a WordPress plugin Contact Form 7 Honeypot. Google Ads allows you to filter the IP addresses of these spammers forever.
You can exclude these IPs by navigating to the Settings tab in the campaign.
Then go to Advanced Settings>>IP Exclusions>>Manage IP Exclusions>>Edit
All you need to do is paste the list of IP addresses of these spammers into the given field. The upper limit of the bots you can flag for the exclusion is 500 in a campaign.
3. Manage Negative Reviews
Before we discuss it further, let’s understand the dynamics of customer reviews. The people who leave reviews on your website are either the most ecstatic or the ones who are incredibly frustrated with the overall experience. A tiny segment of highly delighted customers may not boost conversion.
What makes it worse is that it takes 12 positive customer experiences to make up for one unresolved negative experience.
The satisfied customers generally won’t leave any reviews. So the most visible reviews are most likely from frustrated customers. If you are paying for the ads, you can hurt your prospects by allowing unfiltered negative reviews on the landing page. These negative reviews might immediately change your customers’ decisions and send them back to the search engine results pages.
A prevalent technique to build trust on your PPC landing page is to curate social proof that showcases the excellent customer experience with your products or services. It’s the affirmation that every new customer needs. So, you can’t filter all reviews, but allowing all of these reviews unfiltered can devastate your marketing.
Remember, you are paying for every click in Pay Per Click ads, and allowing substandard reviews to remain on your page can be suicidal.
Many people tend to jump quickly and post a negative review even if they cannot understand something. People hardly contact businesses to resolve their issues or seek an explanation. When new customers happen to see these horror stories on your landing page, they leave your page to look for alternatives elsewhere.
Look at this positive review.
But a few negative reviews might send the customer into a tizzy.
The negative reviews that you can see in the above screenshot form only 7% of the total Amazon reviews for the product “SAMSUNG Galaxy S20 FE 5G,” but they are enough to convince new visitors not to buy this product.
So, beware of posting unfiltered customer reviews where you decide to send the paid traffic. However, you can publish these reviews elsewhere, such as a separate testimonial page, and test it as a site link extension.
4. Create a Landing Page That Loads Quickly
Google loves pages that load quickly and reward them with higher rankings. The same is true for paid accounts and ad ranks. The account will not perform that well if it loads slowly. Furthermore, it will also increase its average CPC. If your website takes more than 3 seconds to load, most visitors will likely abandon it. It also decreases the trustworthiness of your site.
Improving the landing page speed shouldn’t be a one-time activity. Instead, you should make intelligent and subtle changes frequently. PageSpeed Insights is a tool you can use to check your page speed.
Google will return the page speed score and the “how to fix links” and tweaks you can make to different elements to achieve blazing fast page speed.
However, you can first implement these alternatives.
- Resize your images and optimize them for the web. You can use various free tools available online.
- Limit of use of rich media (videos, HD images, gifs). You can also use Gzip, a software application for file compression.
- Reduce the number of plugins you use
- Reduce page redirects
You can use Moz Pro to identify and fix page speed issues.
Pro Tip: You can create effective PPC landing pages through DashClicks’ white-label PPC services. This way, you can save the time and money you’d spend on hiring an additional PPC guy.
The four techniques mentioned above can drastically improve your landing page performance. Paid advertising can be risky if you aren’t cautious, and these small measures can change your game. Do you know any other technique that can improve landing pages quickly? Let’s know in the comments.