Who’s responsibility should it be? Your PPC agency or web developer?
Not only is it a frustration for the client, but the agency experiences some of that as well. The landing pages never seem to be exactly what they should be ‘only kind of, sort of, right’.
Why its more suitable of a task for your PPC agency vs. web developer:
- A/B testing is so much easier
A/B testing is only effective if its frequently modified to perform better. It’s not about being perfect, it’s only about being better than you use to be. It’s very much a headache for the agency to have to go back and forth to the developer to request changes. Plus, you’re paying for this twice; agency time and your developer’s time.
- Changes can be done on the fly
To piggyback on the above, nothing is worse than a time delay. You see something that is blatantly wrong or something is not working, but you have to wait because your developer is busy on another project. Rather than pause your campaigns, your PPC agency can go in to your landing page, make the change and move on.
- Informed decision making strictly from the data
Generally speaking, your agency should have access to your Google Analytics and can monitor several performance aspects; successful channels and paths that generate sales. User behavior can be monitored, which in turn helps your agency make better informed decisions when laying out, designing and developing your landing pages.
- They speak the language
An agency probably utilizes Google Tag Manager (GTM); allowing them to use various tags (hunks of code) for almost anything you want to achieve. They can add in buttons and other tracking and measuring elements to give you the most information and data from user interaction. This can be helpful as you continue tweaking landing pages. A benefit to GTM, your developer can also have access to stay in the loop.
- More money in your pocket
Using your PPC agency to manage your landing pages is less expensive and time consuming (it should be, anyway). When you have one channel versus two, you eliminate the ‘back and forth’ emails, phone calls, or meetings. Once your agency has your brand standards, all changes and campaign monitoring should be seamless once its up and running.
- They have fancy tricks
Did you know that you can integrate an ad’s headline with your landing page headline? Using Dynamic Text Replacement (also known as dynamic keyword insertion or DKI), you can automatically change your landing page’s copy based on the ad clicked. Great for increasing relevance without creating multiple pages. What’s this do? Instantly makes your landing page very relevant to what the user was searching for; helping reduce bounce rates and increase CTRs, even increase conversion rates!
- It just makes sense
If your PPC agency is handling your digital marketing campaign, is generating keywords, phrases, ad copy and is responsible for generating a positive ROI (that hopefully you provided at some point in your relationship), it just makes sense! Having another party involved can sometimes make for a very disjointed effort.
And if you’re worried about your website being able to handle such an A/B testing campaign as we’re discussing above, don’t worry, there’s several landing page platforms that are super easy to integrate, have mobile optimization, and have proven over and over to be successful. Just to name a few: Instapage, Unbounce, LeadPages.
One last closing argument as to why, you as a business owner/manager, should give the landing page responsibility to your agency: they can’t pass blame for lack of engagement, successfulness or conversions. When an agency has total control over a marketing campaign, the heavens seem to open up. Its a blank canvas where conversion magic can happen.