Effective Landing Page Content For PPC

16 Oct 2017

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Every year millions are spent by companies trying to squeeze out every penny from their PPC budgets, however, time and time again we see poorly optimised landing pages that lack the content needed to drive the returns they require from their paid search investment. The below tried and tested PPC content tips will ensure you that your landing pages are in optimal position to drive results.

Make it relevant

When writing content for your PPC landing pages there is nothing more important than ensuring it’s clearly relevant to the keywords that will be driving the traffic through to the page, if not, Google will charge you a higher CPC and your ads will struggle to achieve a decent ad position.

 As per Google’s landing page experience article, the key is to have the flexibility to be specific when the user wants a specific thing yet be general when the user wants options. A way to achieve this would be to create a page hierarchy whereby you can send users to a general category page when the search is broader such as “Property Law” however a more specific subcategory page for when the search is more specific e.g. “Property Boundary Dispute Law”.

Have A Clear CTA

Your potential customer has made a search for a product you sell, they’ve clicked your ad over your competitors, the potential customer lands on your site and you now have the opportunity to turn them into a paying customer… yet there is no clear call to action to encourage them to convert into a customer, the user then bounces off the page back to the SERP and likely visits a competitor’s site.

Having a clear call to action will not only improve your chances of generating conversions, it’ll also help with improving your keyword quality score which will result in lower CPCs and better ad positions!

Understand Your Audience

Similar to the first point, it’s also important to keep your audience in mind when generating content for your landing pages. Writing with the general public in mind will usually lead to a poor conversion rate and a high bounce rate, instead try to understand what the issue is your target customer is trying to overcome and how your product will solve it for them. For instance, if your company sells bespoke kitchens, the user might find their current kitchen is too small or doesn’t have the functionality they need to cope with a growing family and therefore they’re looking for a company to resolve these issues for them.  

Keep It Simple

Finally, keep it simple. You don’t need to explain every element of your product or service in order to get the user to convert. Provide enough information to allow the potential customer to understand whether your product or service is something that will add value to their lives and then give them a clear path to complete your desired PPC action.