Do you really know how much work your PPC spend is doing for you? Do you know which of your keywords are bringing in conversions and which ones have never even gone close? Have you got a handle on what your customers are doing on your website after they click on your ad?
If the answer to any of these questions is ‘no’, then I can guarantee your wasting money.
It’s crazy the amount of people spending $5+ on a click when you have absolutely no idea if you’re making the most of it.
But the good news is: you can stop worrying!
After reading this article you’re going to know exactly what to do to get the full potential out of every click you pay for.
But before we get anywhere, I need you to be honest with me:
What page on your website are you sending most of your PPC traffic?
If the answer to this question is…
A custom designed landing page that I set up to specifically to target the campaign I was running
…then congratulations! You can stop reading right now. (just kidding there is still plenty of good stuff in here for you)
But if you are like 90% of Adwords users, then the unfortunate fact of the matter is:
YOU ARE WASTING YOUR MONEY!
I’m not saying PPC isn’t making sales – or even getting you a return, but you are definitely leaving money on the table.
And I can’t imagine that is something you want to do.
So here is my crucial list of quick tips to building the perfect PPC page for any industry.
The basics: What is a landing page?
If you’re reading this and thinking:“But isn’t a landing page just anywhere I send my traffic?”
Well, yes. But that’s not what I’m talking about.
When I say ‘landing page’ in this article I mean: a page designed with a specific customer in mind. It is separate from the rest of your website and has information that is directly tied to the ad it is built for with a single desired action and no other distractions. As an SEO agency we know that it can be very easy to just default to focusing on the same pages in your PPC campaign that you are targeting for search optimisation.
When it comes to targeting conversions, PPC is very different to SEO.
Because you get to send the traffic wherever you want. Whereas with organic traffic the page has to be part of the main website and optimised for the relevant terms.
That means you can really zero in on a specific pitch and action you want the customer to take. The page can look completely different to the rest of your website, if that helps make the sale, and it doesn’t matter.
And that’s what I mean by landing page.
But Why is it Such A Big Deal?
So maybe you’re a car insurance provider and you’re thinking: “I’d love my homepage to be ranking number one for “car insurance cost”, “car insurances quote” and “cheapest car insurance”, why wouldn’t I want the same with PPC?.”
Well it is a fair question.
After all according to a 2014 study over a third of people who use Google don’t even realise Google Adwords results are paid for ads.
But the truth is even if the user doesn’t know it, a paid for result is fundamentally different to an organic result.
- An organic result is always there. If a user comes back a few hours later with the same search, they will usually get the same result. To get this situation with PPC will cost you a lot of money.
- Organic doesn’t give you the luxury of choice. The three keywords mentioned above are incredibly competitive. If you could get them ranking on specific internal pages it would probably be more beneficial, but the reality is your homepage is your best chance at ranking. PPC doesn’t have the same restriction
- The different keywords represent users at different stages of the buying cycle and therefore different approaches are needed. You might want a different landing page for the keyword “types of car insurance” than you would “car insurance prices”. When you are paying more than $20 a click, these are things you want to consider.
Your homepage also has to be the broadest page on your website. It has to welcome new visitors, help them navigate to other areas on your site and give an adequate overview of everything you do.
In other words not the perfect page for targeted conversion.
When you are paying the money to get traffic from keywords regardless, why not do something a little bit different?
Your Guide To Getting 3x the Leads with the Exact Same Spend
Now at this stage people often start getting a bit worried.
Their first thought is: “I don’t know the first thing about web design, I’m just a [insert industry here].”
Trust me. It’s not a problem.
These tips have absolutely nothing to do with being able to create amazingly designed web pages.
In fact, often the showy web-design you see on modern websites is part of the conversion problem in the first place.
So here is my whopping big secret to getting more conversions than you can handle.
Think like your customers think
Ok I can almost see you rolling your eyes through the screen but bear with me.
What would a perfect landing page look like to a customer?
Something like this:
Unfortunately what they usually end up getting usually ends up looking more like this:
Why the disconnect?
Well as the person selling the product, we get anxious. We’re paying for the click so we want to make sure we get as much information on the page as possible to ensure a conversion.
On top of that we have plenty of great products right? And you’re building a page specifically to promote what you do. Why not take the chance to spruik it all?
Well, you aren’t actually increasing your chances by putting more above the fold. You’re overwhelming your customer and will make them go searching for that the button to find a more straightforward answer somewhere else.
Here’s 3 things the first landing page does that the second doesn’t:
- It targets the specific user
If you’re going to be super targeted with your PPC keywords, why wouldn’t you do the same with your landing page? If the customer is coming to you, there is no reason to cast a wide net.
- It is simple to enquire
All you need to enter is an email address. This won’t work for all situations but every time you add something else for the customer to do first ask yourself: “Can I get this information later?”
- It doesn’t distract
There is nothing on the page except the call to action – the customer either interacts with the form or nothing at all.
Of course the first landing page will only work in the most ideal situation. In most cases you will need to give your customer some sort of reason to choose to convert with you over all the other options out there.
Tell Them What They Want To Hear
This is where you have to strike a balance between not drowning them in info and still telling them enough so they want to enquire.
You want add a pitch to your call to action that has two of the following four things:
Priority is something your product has that the others on the market don’t. Your priority could be that you offer some award winning service or that you have the lowest price – anything that sets you apart.
Proof is something that shows the customer that what you offer is genuine. Proof could take the form of testimonials, online reviews or reviews from trusted sources
Is a factor that encourages the customer to act NOW! Usually, some sort of deal that expires in a relatively short amount of time.
The hardest step is getting the customer to part with their money. A promise takes away the risk in making the purchase. A promise could take the form of a money back guarantee or a 30-day return policy.
Let’s Get Real. Some Practical Examples
The exact steps you need to take to build an incredible custom landing page for your business is going to depend on the campaign you’re running.
For a practical example, let’s examine the results from one of the competitive keywords mentioned previously.
Here are the landing pages for the first three results for “car insurance quote”:
Considering the keyword, who do you think has done better?
All 3 have ‘get a quote’ buttons above the fold. Allianz has a ‘get a quote in 2mins’ button which is great, if I know the quote is going to be instant and only take 2mins to complete then I’m more likely to take action.
Both Allianz and RACV have quite busy backgrounds, whereas the call to action buttons stand out a lot more on Youi.
Youi’s heading says Roadside Assistance, I almost feel like I’ve landed on the wrong page. The background is also reflecting someone broken down. What their trying to say once you read the smaller text is roadside assistance comes included with comprehensive car and motor insurance. But most people skim read and aren’t going to pick up the smaller text straight away.
You might be thinking: “But that’s not going to stop someone actually converting”. For most people you might be right. But when it comes to improving your conversion rates it’s all about percentage points.
You will have some customers who were always going to book a quote from your click and customers that were always just browsing. Where you can really make a difference are those customers in the middle.
If they feel overwhelmed by choice or the process seems a little unclear and that could be enough for them to hit the back button. And then you’ve wasted $25 that you could have converted into a sale.
So try it yourself. Look at your Adwords keywords and look at the page you’re sending them to, then ask yourself:
“Am I giving users what they are looking for?”
If the answer is no, make the change.