How can you benefit from using a landing page for your PPC campaign?

1 What is a landing page and why do you need one?

A landing page is a web page that has a clear and focused goal, such as capturing leads, generating sales, or providing information. Unlike your homepage or other pages on your website, a landing page is not meant to be navigated away from, but rather to persuade your visitors to take a specific action. You need a landing page for your PPC campaign because it can help you match your ad message to your offer, provide a consistent and relevant user experience, and optimize your page for conversions.

3 How can a landing page increase your conversions?

Your conversions are the actions that you want your visitors to take on your landing page, such as filling out a form, buying a product, or subscribing to a newsletter. A landing page can increase your conversions by following the best practices of landing page design, such as having a single and focused goal, using persuasive and benefit-oriented copy, highlighting your unique value proposition and social proof, and minimizing distractions and friction. A landing page can also help you test and optimize your offer, headline, copy, layout, and design elements to find out what works best for your audience.

4 How can a landing page reduce your bounce rate?

Your bounce rate is the percentage of visitors who leave your landing page without taking any action. A high bounce rate can indicate that your landing page is not engaging, relevant, or user-friendly enough for your visitors. A landing page can reduce your bounce rate by providing a clear and consistent message that matches your ad and your audience's intent, by using an attractive and professional design that builds trust and credibility, and by using clear and visible navigation and exit options that allow your visitors to explore your website or contact you if they are not ready to convert.

5 How to create a landing page for your PPC campaign?

Creating a landing page for your PPC campaign is not as difficult as it may seem. You can use various tools and platforms that offer templates, drag-and-drop features, and integrations with your PPC platforms and analytics tools. Some of the popular options are Unbounce, Instapage, Leadpages, and HubSpot. However, regardless of the tool you use, you should always follow the basic steps of landing page creation, such as defining your goal and audience, researching your keywords and competitors, writing your copy and headline, designing your layout and visuals, adding your call to action and form, and testing and tracking your results.

6 How to measure and improve your landing page performance?

Measuring and improving your landing page performance is essential for your PPC campaign success. You should always monitor and analyze your landing page metrics, such as impressions, clicks, conversions, conversion rate, cost per conversion, quality score, bounce rate, and time on page. You should also use tools such as Google Analytics, Google Search Console, and Google Optimize to track your traffic sources, keywords, user behavior, and conversion funnel. You should also conduct regular A/B testing and experiments to compare different versions of your landing page and find out what elements and variations perform better for your audience and goal.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?