Role of Landing Pages in PPC Advertising and Best Practices

 

The role of landing pages in PPC is beneficial for lead generation and conversion rate by providing relevant details on a single page. You may have encountered social media ads with call-to-action buttons redirecting you to another web location. It is called the landing page. You can access more information about the products and services and, from there, proceed towards making transactions if you wish. Let us know more about PPC advertisements and the role of landing pages.

What are landing pages?

Digital marketing is gaining immense popularity among high-business brands and companies to reach audiences all across the globe, establish their brand image and influence, and promote and sell out their products and services. It entails a lot of marketing tools, especially SMM and email marketing, that marketing companies mainly use to target new leads and increase their audience base. Social media marketing(SMM) is a means of digitally promoting the brand of multiple social media platforms, including Instagram, Twitter, Facebook, YouTube, and LinkedIn.  Companies create their pages, sites, or channels on these platforms to increase traffic. When companies opt for these marketing tools, they open their products to many potential consumers. Social media may not hold all information about the products and services; therefore, all such apps have links to reach out to another page where users can learn more about the brand. The page where customers are redirected from other sites is a landing page with all the relevant information. It is a standalone page that is a small part of the brand's website that is customized for specific purposes and delivers only targeted information to its audiences. Role of landing pages in PPC

Pay-Per-Click(PPC) is a digital marketing tool where companies willing to invest extra money in promoting and marketing their brands can run ad campaigns to target new customers. It helps in increasing brand visibility and establishing brand influence. Marketers customize ad campaigns based on the products and services, the target audience, and the client's needs and run them on social media channels, search engines, and even through emails. If the ad's strategy is influential, viewers may want to know more about it. This is why every ad campaign is attached with a redirection to the website's landing page. Customers may find more information about whatever products they need on the landing page. So landing pages are the destination of the journey of every ad run under PPC. Types of landing pages

1. Sales-oriented- For companies mainly offering services, it is typical for their ads to redirect the customers to a landing page meant for sales and transactional purposes. You may get more details about your purchase, after which you can proceed with the transaction.

2. Lead generation specific- For companies offering products, it is generally that the audience is redirected to a landing page that contains a catalog of the related products the customer showed interest in. It provides detailed information about the brand's value, credibility, and what it offers. The ads from other sites are meant to bring traffic and potential leads to the landing page.

Best practices for creating landing pages

1. Align your landing page with the ad it was attached to. The user may get confused and leave the landing page if two different intentions are displayed. Try to live up to the customers' expectations.

2. Visibility of your headlines, main message, call-to-action buttons, and offers are essential. Keep these things toward the beginning of the landing page so that the user does not get lost looking for them. Ensure that all these details do not cram the call-to-action buttons.

3. Try to include visuals and graphic details to market your products so that customers connect and engage with your brand and its products. Videos, images, and animations are beneficial in building customer interaction.

4. Do not clog the landing page with excess information or links, as it distracts the audience. The landing page must be capable enough to convert the leads. Avoid putting in backlinks to your home page, additional CTA buttons, or navigational keys.

5. It is vital to include customer feedback to assure your audiences that you are a reliable brand and that people have enjoyed purchasing from you. Present authentic testimonials from satisfied customers instead of uploading fake feedback.

These are a few ways how the impact of the role of landing pages in PPC can be enhanced and made more result-oriented. Banyanbrain is a stellar digital marketing agency that strives to offer excellent and premium digital marketing services. We are well-equipped to provide result-oriented PPC services based on the client's needs.