Why Exactly Do You Need A Landing Page For PPC?
Landing pages are the webpages a user is directed to when they manage to click on an advertisement. The main goal of having a landing page is to make the user make a purchase from your site, fill out a form or maybe subscribe to your newsletter. A landing page is a very important part of any successful Pay-Per-Click or PPC campaign as it powerfully impacts the campaign's overall performance and conversion rates.
Some reasons as to why a landing page is important for PPC:
Increase in conversion rate
The main goal of a PPC campaign is nothing but to generate as many leads or sales as possible. A properly designed landing page will the improve conversion rates by giving users clear and concise information that resonates with the user's feelings. It will also help remove any distractions and give out a clear call-to-action (CTA) that compels the user to perform the needed action.
Improvement in quality score
Search engines use a metric called quality score to determine how relevant an ad is to what the user had originally searched for. Having a landing page is crucial in determining quality score because they can be used to evaluate how was the user's experience after they clicked on an advertisement. A high quality score means higher ad rankings which result in more traffic and better ROI overall.
Providing relevant information to the user
A landing page is helpful in providing the user with the information they will require to take the right decision about the product or service we have offered. It may include things like specific product features, advantages, customer testimonials and pricing information. Giving genuine and relevant information to the user helps the user to trust you and thus make an informed decision increasing the chances of conversion.
Targeting a specific audience
Landing pages are designed with the intention of targeting specific audiences based on demographics, interests and behaviour patterns. This form of targeting usually helps out in increasing relevance and engagement with the user once again leading to a higher conversion rate.
Facilitating A/B testing
A landing page is considered to be a great platform to conduct A/B testing. Small modifications in copy, design and CTA can have a really big impact on converting a user into a customer. By conducting A/B testing, one is able to optimize their landing page which will in turn improve the performance of their PPC campaign.
A well made landing page will always help businesses in achieving their marketing goals by generating more and more leads, driving more sales and improving ROI.