Pay-Per-Click Landing Pages: Best Practices
Dedicated landing pages are vital to achieving success in paid search marketing. If you are merely sending PPC traffic to your home page or standard internal pages, you are violating paid search best practices and probably losing potential sales and revenue.
Paid search marketing allows you to choose exactly where to send traffic. Therefore, it is imperative that you create specific pages with the sole purpose of converting the traffic since you are actually paying for each visitor!
Conversion
Fathom's landing pages on average convert 206% better than the industry's (according to Forrester Research and Practical E-commerce Reports). This is due to our experience and consistent use of landing page testing and research.
$56.8 billion dollars will be spent in 2011 on generating website traffic, but only 2-3% of visitors will typically convert at any given time. Additionally, advertisers spend an average of $92 to bring customers to their site for every $1 to convert them (according to conversion expert Bryan Eisenberg – SES NY 2011). What's this mean? Advertisers are not investing enough money on conversion and missing out on additional sales and revenue!
10 PPC Landing Page Best Practices:
- Clear calls-to-action
- Limit external linking
- Keep the form as short as possible
- Content: less is more
- The landing page content must match the original ad content
- Use third-party accreditations & testimonials
- White space is important
- Offer an incentive to complete the action
- Make sure all elements on the page are working toward a goal
- Test!
Are you concerned that your company is not using high-converting landing pages to bring in the best ROI for your PPC campaigns? Contact Fathom today to learn more about our paid search services!
