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What are the most effective ways to improve the landing page experience of a PPC campaign?

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If you run a PPC campaign, you know how important it is to optimize your landing pages. Landing pages are the first impression you make on your potential customers, and they can influence their decision to take action, such as filling out a form, downloading a resource, or making a purchase. In this article, you will learn some of the most effective ways to improve the landing page experience of your PPC campaign and boost your conversion rate.

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Loukas O.

Helping Businesses Generate New Quality Leads, Sell & Make More Money Online with Digital Marketing ??| Helping…
Benjamin Sulka

Paid Media Manager at EndClick

1 Match your landing page to your ad

One of the key factors that affect the landing page experience is the relevance and consistency between your ad and your landing page. You want to make sure that your landing page delivers what your ad promises, and that the message, tone, and design are aligned. This way, you can reduce the bounce rate and increase the trust and engagement of your visitors. To match your landing page to your ad, you should use the same keywords, headlines, images, and offers that you use in your ad, and avoid any misleading or confusing information.

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Loukas O.

Helping Businesses Generate New Quality Leads, Sell & Make More Money Online with Digital Marketing ??| Helping Founders Sell & Close More | Global Go-To Growth Marketeer
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Matching your ad with your landing page gives you so much of a headstart. To get this point further make sure to match your landing page with the rest of the website and brand as much as possible. Last but not least match your add with the emotional state of your audience when in the platform.

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Benjamin Sulka

Paid Media Manager at EndClick
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The goal is to improve the user experience as much as possible. What the user typed into the search bar should be similar to what they see in your ad copy. What they see in your ad copy should also be present on your landing page. You want a searcher to find exactly what they're looking for. Google has a metric called quality score that it calculates for keywords in your PPC account. It is calculation of how relevant your ad copy and landing page content are for someone searching for your keyword compared to other advertisers. If you can offer a consistent experience for searchers, you'll improve your quality score, improve your ad rank, and ultimately achieve better CPCs.

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2 Simplify your landing page design

Another way to improve the landing page experience is to simplify your landing page design and make it easy for your visitors to find what they are looking for. You should avoid cluttering your landing page with too many elements, such as navigation menus, sidebars, pop-ups, or unrelated links, that can distract or overwhelm your visitors. Instead, you should focus on creating a clear and compelling visual hierarchy, using white space, contrast, and color to highlight the most important parts of your landing page, such as your headline, value proposition, call to action, and testimonials.

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Benjamin Sulka

Paid Media Manager at EndClick
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Simplicity is key. You don't want to overwhelm the user with a bunch of useless filler that isn't relevant to them. Pop-ups in particular make me click off pages every single time.

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3 Optimize your landing page speed

The speed of your landing page can also have a significant impact on the landing page experience and the conversion rate of your PPC campaign. According to Google, the probability of bounce increases by 32% as the page load time goes from 1 second to 3 seconds. Therefore, you should optimize your landing page speed and make sure that it loads fast on both desktop and mobile devices. Some of the ways to optimize your landing page speed are to compress your images, use a caching plugin, minify your code, and use a content delivery network.

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Benjamin Sulka

Paid Media Manager at EndClick
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I'd highly recommend using Google's Page Speed Insights. This runs Core Web Vitals tests for both mobile and desktop and gives you an idea of how you can improve your load speed. This is a great technical SEO practice and also benefits your PPC campaigns if this landing page is associated with them. In Google Ads, there is a "Landing Pages" tab where you can view the associated landing pages with your PPC campaign. There will be a column for "mobile speed score" and this will give you an indication of how quickly your landing pages are loading for mobile users.

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4 Test and refine your landing page

The final way to improve the landing page experience is to test and refine your landing page based on data and feedback. You should not rely on your assumptions or preferences, but rather use tools such as Google Analytics, Google Optimize, or Hotjar to measure and analyze the performance of your landing page, such as the traffic, bounce rate, conversion rate, and user behavior. You should also use tools such as surveys, polls, or user testing to collect feedback from your visitors and understand their needs, preferences, and pain points. Based on the data and feedback, you should experiment with different variations of your landing page elements, such as the headline, copy, image, layout, or color, and see which one performs better.

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Benjamin Sulka

Paid Media Manager at EndClick
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With GA4, bounce rate is no longer a trackable metric. The best practice to estimate this is to take the inverse of your engagement rate. To look at metrics for individual pages in GA4, go to Reports -> Engagement -> Pages and Screens. This will show you metrics like engagements, engagement rate, event count, conversions, revenue, and more. Additionally, if you are running PPC campaigns in Google or Bing, you can run landing page split experiments. If you ran a 50/50 split with 2 different landing pages, each landing page would show 50% of the time. This will produce a report of how landing pages are stacking up against one another and their metrics like impressions, clicks, CTR, CPC, and more.

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5 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?

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What are the most effective ways to improve the landing page experience of a PPC campaign?

1

2

3

4

5

1 Match your landing page to your ad

2 Simplify your landing page design

3 Optimize your landing page speed

4 Test and refine your landing page

5 Here’s what else to consider

Digital Marketing

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What are the most effective ways to improve the landing page experience of a PPC campaign?

1

2

3

4

5

1 Match your landing page to your ad

2 Simplify your landing page design

3 Optimize your landing page speed

4 Test and refine your landing page

5 Here’s what else to consider

Digital Marketing

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