PPC Landing Page Best Practices: Expert Strategies for Creating & Optimizing Landing Pages

Digital marketers have used PPC advertising as a powerful promotional tool for many years. This strategy allows advertisers to maximize their budget and pay for ads when people click on them. Whether your ads are displayed on a website or appear in search results on Google, PPC helps direct potential leads to the intended business websites. If you’re looking to set up a PPC landing page, we’ll look at why it’s essential and give you tips to make it successful. 

Are PPC Landing Pages Important to Have?

 A landing page is a vital marketing tool for any business. This can be a homepage of your website or a stand-alone website. Once a client clicks on your ad or link, they are directed to this page.  

A PPC landing page is the initial point of interaction between your website and potential clients. It can help improve conversions and profits, among many other benefits.

Why do I need a landing page for my business? Let’s find out: 

  • First Impression

 A PPC landing page is an entry point to your business and creates an impression about your brand. As we all know, the first experience is key, and with a good landing page, you can easily grasp a user’s attention. If you have engaging content, an easy-to-use interface and catchy images, the user will likely spend more time on your page or return.

  • Product Promotion

 A landing page is an excellent way to showcase your products and services. It informs users about new products, product features, and their benefits. You can use it to market your brand and help clients make informed shopping decisions.

  • Brand Credibility

 Brand trust improves the likelihood of customers buying from you. A PPC landing page will help build brand credibility, a vital aspect of your business. You can use your page to place reviews and testimonials by other clients, which improves customer trust. 

  • Direct Contact with Clients 

A PPC landing page is a great way to stay in contact with clients. It will attract new users and keep them engaged. So, use it to communicate vital information about your brand and explain why they should buy your products. It also includes contacts, and prospects can use it for inquiries about certain products. To get the most out of your landing page, use the best strategies and be unique.

16 Best PPC Landing Page Best Practices

 Your PPC landing page depicts the overall image of your brand. It should be enticing to draw potential customers. How you design your page can be the difference between success and failure. However, there are various tactics you can employ to develop the best PC landing page for your needs.

Here are some top PPC landing page best practices to help create high-converting landing pages. 

1. Clear and Concise Headline

When creating an advertisement, a good first impression is essential. Ensure your landing page’s headline communicates your product value proposition to potential leads. It should be attention-grabbing and concise to ensure the average web user is drawn to your proposal.

2. Maintain a Single CTA

The call to action is usually the last step, and if it’s challenging to locate or slightly misleading, it won’t get you any conversions. A call to action prompts the reader to take a certain action. This can be to contact your support team, visit your store, or buy certain products. Include a CTA and place it strategically. It will guide the reader on what to do after visiting your landing page to download it for free if they do not wish to shell out money and buy it.

3.  Use one PPC Landing Page for Every Ad

Raising landing page conversion rates requires gathering specific campaign data. Data collection and analysis is more straightforward with one PPC landing page per advertisement. This way, you can maintain the relevance of your landing page and ad combination.

4. Fast Loading Speed

Optimize your landing page to ensure quick loading capabilities. Most people get irritated by loading screens and may move to other sites. According to Google research, sites that load in three seconds have a 32% greater bounce rate than sites that load in a second. 

5. Match Your Target’s Intent

The first step to creating an effective landing page is to have your target audience in mind. Determine your target audience and create a page to match their needs and concerns.Your keywords represent intent in a sponsored search campaign. There are four intent categories: informative, commercial, navigational, and transactional. Your ad and landing page should be transaction-focused if you want immediate purchases, and they should be commercial if you want to give clients time to think about your product while they research it. 

6. Create a Simple Navigation Process

Your  PPL landing page design should be user-friendly. Simplify your website to enhance its appearance and avoid overstimulating viewers. Use a white or empty space to separate page components. Avoid distractions, and the message should always come first. 

7. Use Quality Photos and Videos

If you’re developing an eCommerce landing page for  SEO, use high-quality photographs and videos. Images encourage interactions, and clients find product videos useful when making purchase decisions. 

8. Create Content Before Design

Designing your landing page before creating content restricts what you can include, where to place it, and how much to have. Starting with the content optimizes time and reduces the effort needed to make alterations to the design later on. 

9. Answer all Questions and Objectives

List a few things the buyer needs to know or is unsure of that are specific to your products. You can also survey and briefly address the concerns on your landing page. 

10.  Prioritize Credibility

Trust is an essential part of eCommerce. Persuade even the most cautious customers using the following tactics:

  • Include your awards or badges
  • Mention the number of users
  • Give your contact details
  • Showcase case studies, performance metrics, and statistics.

11. Choose a Short or Long Landing Page

Consider your audience’s familiarity with your product and the level of commitment you want from them when deciding on your PPC landing page length. A more extended landing page could have a lower conversion rate than a brief one since the objectives differ. It’s simpler to convince a client to purchase a laptop than to accept an email. 

12. Optimize Above the Fold

The initial area your audience sees when they visit your page is essential. Many potential leads put their focus above the fold; therefore, consider optimizing the section. 

13.  Minimalist Design

Use a minimalist design with lots of white space. It has minimal distractions, making it easy to get potential leads. Your page should offer quick resolutions to users, and your messages should stand out. This way, you will likely attract more users, thus improving conversions.

14. Eliminate Pop-Ups

Pop-ups are annoying due to their distractive nature. If your page has a low conversion rate, consider an “exit-intent pop-up” to function as a persuasive message showing up before a client leaves your page. 

15. Make Your Audience Eligible

Identifying your target market is crucial since the wrong people can squander your money and distort your statistics when they find your landing page. For this reason, qualify your leads from your landing page. 

16. Create a Feeling of Urgency

Creating urgency increases conversions for many online businesses. Build a sense of urgency by including discounts accessible for a “limited time” or items only available “while stocks last.”

17.  Make it mobile-friendly! 

Nowadays, most people use mobile devices, and you expect customers to view ads on handheld devices. Therefore, design a mobile-friendly page and operate light visuals and a simple responsive layout. Also, turn off pop-ups and ensure your page loads fast.

18. Use trust signals

Stand out as an accredited company to attract more customers. Achieve this by adding testimonials and reviews by other shoppers. Also, share information on payment assurance and performance-related figures.

7 Landing Page Don’ts

Simple blunders can mean reduced traffic and low conversions. Know what to avoid losing potential clients and experience and boost in your leads. Here are things to avoid:

1. Forget to Mobile-Optimize

Many people do online shopping and browsing on their mobile devices. Such people get turned off by websites that aren’t mobile-optimized. Ensure your landing page and all the following pages are optimized for mobile viewing to keep the bounce rate low. 

2. Include External Links

When visitors reach your landing page, you don’t want them to wander off or get distracted. Your page should only be focused on making your visitors respond to your call to action. After securing them as a client, you can introduce them to other content later. 

3. Ask Too Much

Don’t use a form on your landing page to ask for too much client information. Select the relevant information in advance, and keep the questions minimal.

4. Crowd the Footer

Sometimes, the footer tends to be busier than required. Combining chunks of tiny texts with social icons can be distracting and overwhelming for potential leads. 

5. Use Uneven Designs

The artistic appeal of a landing page greatly influences the conversion rates. Your color choices should balance the page and make it look aesthetic. 

6. Use Confusing Language

Using insider terms to describe items will limit the number of people who can identify the product without looking it up. Keep your language simple. If a reader has to open a second tab to look up your product information, they might wander off.

7. Forget to Track Where Your Visitors are From

Knowing your clients’ origins helps determine effective strategies. You can track them using analytics tools and measure each marketing channel’s ROI. Additionally, you can refine your approach for better results and allocate resources wisely.

Building Your PPC Strategy with Summit Scout

A responsive landing page can help convert users to potential clients. Therefore, choose your visuals and content wisely and have your page designed by an expert. Moreover, ensure your pages load faster and have a simple, easy-to-use layout. With the right strategy, you can improve your conversions and profits.

If you’re in need of a PPC consulting agency, then look no further! Learn how Summit Scout can help your business grow through PPC today!

Ansley Merrill

Ansley is the Content Marketing Manager at Summit Scout. Since graduating from Utah State University with two degrees in Communication Studies and Journalism: Public Relations, Ansley specializes in creating engaging and informative SEO content for readers, customers, and partners through different marketing channels. Along with creating new content, Ansley works to keep content organized and creates and executes new content strategies. When she’s not writing, she loves to travel, visit National Parks, and loves all things Disney.