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How to Design Landing Pages for your Paid Search Campaign

When developing a paid campaign, advertisers need to think beyond the ad content and have appropriate landing pages for each ad. Instead of using an existing page on the site and assuming that’s “good enough”, build one specifically for the campaign to ensure the landing page serves as an extension of the ad.  The worst scenario is when a user clicks on an ad and can’t immediately identify the connection between your ad and the content of your landing page.  That’s when you’ll see a high bounce rate as they become frustrated and try another site instead of yours.

Keep it simple

Simplicity applies in so many areas of your digital marketing efforts and a simple form is very important.  Do not ask for more than you need.  An ideal form will have only email, name, and a place for a message.  Sometimes if the offer is some kind of trial, only the email address is needed.  If you are convinced your form with 15 fields is simple, try this quick test.  In your analytics, look at the number of visitors to that page compared to the number of forms completed.  For example, if 100 people visit the landing page and 30 people fill out the form, it implies they changed their minds once they saw the level of commitment (i.e. number of fields) required of them.  If you still feel the 15 fields are necessary, at least do some A/B testing where some users come to this longer form and others are sent to a simpler version.

Use arrows

Use arrows?  We create a form and think it’s incredibly simple with no other directions needed.  Keep in mind though that users will only spend a few seconds on your landing page and if it’s not obvious what to do, they may not do it.  Don’t assume it’s easy because the people who designed the site tell you it’s obvious.  We all become consumed with our own areas of expertise, forgetting others don’t have the same benefit of being immersed in something all day.  With arrows on your landing page, you can point them directly to the call-to-action button.  Your page should only have a small amount of copy, but users may not even bother reading that and instead be ready to go ahead and sign-up for what you offer. Make it easy for them to do so.

Promote coming soon

It’s not too soon to start your paid campaign even if your product or service is not quite ready for launch.  You can create a very simple page with a “Coming Soon” message to build up some interest before you go live.

Include images

Pictures are still worth 1,000 words. Although you will have copy explaining your offer, you should also include an image that is related to what you are asking.  And it doesn’t hurt to also include your logo to establish your brand.

Keywords are still important

Landing pages for paid campaigns need to have the keywords in them that you bid on.  This helps improve your conversion rate because it reinforces the ad message.  Also, the page may still come up in an organic search, which means you could get some free traffic along the way.  Landing pages are not only for paid search.

Use reviews/testimonials

You may say what you offer is great, but what carries more weight is if other people say you are great.  Use reviews or testimonials that include not just the user’s name, but also the user’s company name so it comes across as more legit.  And always get permission first before using someone’s info on your site.

Remember to structure the landing page on your site with the goal of presenting the content as the solution to a problem.  In all aspects of your marketing, never forget that it is always about the customer and never about you.  Think of each page on your site as a different entry point to a conversation and create pages accordingly.  When people are on a page that is about what they specifically need and it matches the message that brought them there, they will be more engaged and more inclined to see you as the provider of their solution.

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