What gets forgotten when creating PPC campaign?
It’s the landing page, plain and simple. It’s also the most forgotten task and can be the most expensive element of a quality pay-per-click campaign or digital marketing campaign. Regardless of how much keyword research, creative ad writing and placement is completed, if the landing page doesn’t have a clear call-to-action; nothing else matters. A classic mistake is to view a campaign as a Chinese menu rather than a total package.
When you begin to plan for a campaign, you must think beyond the ad, the keyword or the bid.
After the prospect clicks on a call-to-action their next click, the 2nd Click, is most important. The 2nd Click is what makes the difference between an average campaign and a positive-ROI-campaign.
Your prospect is taking the time to do a search, and click on (hopefully) one of your ads–it’s a good bet that they are motivated to start a purchasing process. One of my favorite quotes from Brian Carroll’s book, Lead Generation for the Complex Sale,
“80% of the people that contact you are going to buy, it just might not be from you.”
Think about it. That’s a powerful statement. It’s easy for your prospect to lose patience, hit the back button and begin to comparison shop.
How do you make your call-to-action become your prospect’s 2nd Click?
Your landing page should have three main components: relevant keywords within your content, graphics and a clear call-to-action. When those three things align you have the beginning of good landing page. But this is only the beginning. Unfortunately, there is no silver bullet for a perfect landing page. Consider what you want the customer to do. Be informative and be helpful.
Sounds easy enough right? Not exactly. This requires continuous testing and tweaking. Remember, the 2nd Click should lead to a purchase or the next step in your sales cycle.
The effectiveness of your pay-per-click campaign depends heavily on having quality content.
Here are some simple scenarios to validate the effectiveness of your landing page for your pay-per-click campaign:
- 1. Do you have a high CTR but a low conversion rate? Where are they going instead of following through on your call-to-action? Is your call-to-action clear enough?
- 2. Is your PPC quality score a 5 or lower? Your landing page content might not be inline with your campaign, especially if the CTR is relatively high.
- 3. Utilize Google Analytics by viewing the bounce rate. Is your bounce rate high but yet you have a large volume of visits? This could mean that the layout and design is not enticing or that the content you’re providing is not relevant to the ad text.
Now of course these are suspect, but they do provide some insight if there needs to be further research and testing. By using methodical testing, you can begin to interpret some of your pay-per-click results.
Keep in mind, a landing page is never “complete” it should always be in a constant state of improvement.
Driving Point: The back button is not the 2nd click you want.