landing page - ppc
DESCRIPTION
An active webpage where customers will 'land' when they click your ad.The web address for this page is often called a 'destination URL' or click through URL.TRANSCRIPT
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Position2 ConfidentialPosition2 ConfidentialJuly 26, 2011 www.position2.com 1
Smart & Hard work by
Florita Pinto
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An active webpage where customers will 'land' when they click your ad. The
web address for this page is often called a 'destination URL' or click through
URL. (courtesy Google ad words)
- is a single web page that appears in response to clicking on an advertisement.
July 26, 2011 www.position2.com 3
![Page 4: Landing Page - PPC](https://reader034.vdocument.in/reader034/viewer/2022050920/54b88d204a7959b7078b4668/html5/thumbnails/4.jpg)
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Which
one??
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• What does a USER want from your PAGE? (Exact info!)
• Is your LP a Wagon Wheel or a Scary Ghost? ( Boooo!!)
• What should your Landing Page do? (Sell your Product!!)
GOAL
• Convert site visitor into sale/lead.
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Landing Page Structure
Headline that addresses a
problem
Subhead that makes a promise
Reinforce credibility
Outline main benefits
Facts over Fiction
Clear Call to Action
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HEADLINE( Core keyword with /without image)
BODY COPY(Related to your headline)
FORM FILLS(Name,email,etc)
CTATESTIMONIALS
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Headline
Form Fills
CTA
Testimonial
Body
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Tabs
CTA
Form Fills
Headline for the
tab
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1. Relevant and original content
• What is the purpose of your site?
(It should be clear to users)
• Is your content copied from other sites?
(It shouldn't be!)
• Why would a user visit your page over a similar site?
(Your site should offer value for users)
• What other additional products, features, or reviews can you offer?
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2. Transparency
• Can the user easily learn more about your business
(i.e. about us, company info, contact info).
• How does your site interact with a visitor's computer?
(it shouldn't download malware or collect
sensitive information without a user's permission).
• Can users tell what they're getting (or giving you) when they click a download button
or fill out a form?
• Is it clear to site visitors how you will use their personal information?
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3.Navigability
• If your page is conversion-focused, can the user easily access additional
information to learn more or answer questions?
• Is it simple for the user to move around the site, and reach destination content
within a few clicks?
Just Remember the KISS principle (Not too hard!!)
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• Your landing page is the most likely funnel point to produce a conversion lift on your
campaigns
• Here are some reasons why using landing pages to engage your paid search traffic
will increase conversions:
Message Match
Subject Focus
Storytelling
Experimentation
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• Customer will typically spend 5 seconds on your page before deciding whether to
stick around or not.
• By providing a very clear headline on your page that strongly matches your ad
message you give people a sense of positive reinforcement – that they made a
“good click”.
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• Your homepage probably communicates multiple messages, or shows multiple
products.
• If you count the links on your homepage you might count 20-75 interaction points –
this is focus dilution.
• A correctly designed landing page should have only one.
LP- Storytelling
• Effective salespeople are good storytellers.
• Effective landing pages take an idea (the ad) and expand it into a clear and powerful
motivational story.
• This is done through the implementation of persuasion design techniques.
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• Conversion isn’t about standards or best practices, it’s about experimentation and
creativity.
• A landing page can use content in ways that breaks the structure or rules of your
website (while still staying on brand).
• You can test many variations of message and layout by using standalone landing
page without redesigning your website or seeking the consent of multiple
departments.
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• Landing pages simplify and improve the PPC conversion.
• They do this by enabling more focused messaging which
boosts your quality score and reduces your cost-per-click.
• At the same time they reduce the post ad-click bounce rate
which improves conversions.
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