Find the right plan for you
Monthly Adwords Spend
up to $10,000
10% of spend
$10,001 – $25,000
9% of spend
$25,001 – $50,000
8% of spend
$50,001 and above
7% of spend
The 3 Stages Of Perfect Landing-Page Planning
Your PPC campaign could target your ideal customers with surgical precision. No matter how informed an ad a designer writes with respect to the most up-to-the-moment analytics and making the most of Google’s numerous 2013 management updates, the ad’s corresponding landing page seals the conversion.
The sale actually happens at the point to which your ad spirits away your customers. More than any other pages your site hosts, landing pages have to be the most relevant, attractive and accommodating. Creating perfect landing pages takes trying time, effort and attention to detail. Now, enjoy the silver lining: dissect the creative process into three stages of thought, and you’ll proceed through building pages with a foundation that solidifies increasingly as you pass through each one.
- Perfection From Planning: Think your landing pages through carefully before beginning. There will never, ever be such a thing as “too organized.”Should some landing pages advertise enticing promotional freebies? What’s the optimal position for your landing page? Have you taken care to develop unique selling propositions that set your brand apart from your market competitors? Think everything through and take nothing for granted. Conscientious planning makes the whole creative process smoother, shorter, and more conducive to a conversion-magnet landing page. Some boilerplate elements will fit perfectly across every ad group. You’ll change others accordingly. Many websites have a signature overall style and voice that lets written content speak equally effectively to the core customer regardless of the specific content’s exact purpose. Similarly, the call to action will read about the same way across the board. At the same time, a different purpose and theme likely informs almost every page of content, which means new considerations on each page for what elements and information goes above (the most invisible, most valuable information that should meet the eye first) and below (still important but somewhat expendable) the page’s fold.
- Keep Your Competition Close: For just a moment, set aside some sentiments that inspire that famous line from The Godfather about keeping “your friends close and your enemies closer.” Opposite of regarding your competitors as adversaries, try perceiving them as learning resources. Know an immediate market competitor that routinely reigns supreme in traffic, conversions, reputation and even earning the cream of Google AdWords placement? Check their landing pages out. Where do they differ from what you might have already designed? Never ever plagiarize content, but if inspiration knocks, invite it inside.
- Reconnaissance: This becomes doubly important – at least – in the next stage. It only carries out effectively with a solid foundation laid now. Without relevant, accurate, consistent data, you can’t determine your landing page’s conversion power after it goes live. If you can’t gauge that, you can’t properly assess when or how something about your page needs revision going forward. Make sure that every landing page has been synced with Google Analytics and Google AdWords for immediate, accurate keyword-value tracking throughout your campaign.
- Do The Splits: Few things provide clear, conclusive data quite like the good old-fashioned scientific method. Though there’s always the option to alter multiple variables at once, this method really delivers the most digestible results when altering just one element at a time. Measure twice and cut once by embracing split tests. Google AdWords has made it increasingly easy to test several landing page variations and collate data that forecasts which set of elements will combine for the greatest conversion rate. This makes it easy to systematically root out underperforming design choices by pairing off options against one another one element at a time and observing which choices move the conversion rate in which direction.
These are the factors that will matter most to every single customer that views your landing page. Ponder them carefully…
- Easily Understood: Your customers typically know within 10 seconds of arrival whether your site is worth sticking around to explore. That doesn’t leave much time to establish an identity.More than anything else, the landing page must establish immediately what a brand does, how it does it and what differentiates it from countless other like products or services. Anything that cements this identity belongs above the fold, where it catches the eye easiest and fastest.
- They Have Questions? Better Have Answers….: Spare the scavenger hunts for party guests.Customers with unanswered questions about your products or services won’t have much patience for rooting around seeking answers before giving you their business. Keep key selling points out front and above the fold. View your landing page the way a user probably would. Would you spend money on your products and services, based on how much information is clearly laid out before you?The more important questions you can answer on a single page, the more likely the page is to produce conversions.
- The Dog That Caught The Car: Congratulations! You earned a customer!Now what?“Thank you” goes a long way, especially when paired with a suggested call to action that encourages further time spent exploring your site. Ever notice how merchants such as Amazon always follow up completed orders with further purchase suggestions or encouragement to leave feedback that starts a dialogue with your brand? These are opportunities to extend your brand’s presence in the customer’s mind while associating it with other potentially beneficial items that you can offer.Occasionally, the way a conversation ends can prove as pivotal as the way it began.
- Keywords, Customer Experience & Quality Scores Line up these three indicators with perfect efficiency, and watch big pieces of the landing page puzzle fall squarely into place.Take a long look at your Google AdWords quality score. If your score leaves you feeling underwhelmed, look closely at your target keywords and the corresponding ad-landing page combinations meant to capitalize on them. Your quality score will rise quickly while your cost-per-click (CPC) rate falls if you ideally align all three elements for optimal relevance.More importantly to your bottom line, and also driving your score, customers enjoy a more convenient experience. Your ad should always deliver them so a search-relevant landing page and convert a searcher into a buyer.
- Good Data, Better Marketing You did set up a plan to collect incoming visitors’ data, right?Capitalizing on the unspoken feedback from customer data drives search-engine marketing (SEM) strategy. On a regular basis, break down the metrics from your site’s analytic codes with a knowledgeable professional consultant and digest what the numbers mean. How profitable does each click ultimately end up being? More importantly, what role does your sales funnel itself play for better or for worse?Don’t marry yourself too strictly to a single strategy. SEM is a dynamic pursuit, grounded in taking direction from the data. If the numbers indicate that you’re spending too much for too little ROI, then changes things up where needed.