It is not just enough to have a great PPC Campaign. Once your prospective customer clicks on your ad, where they end up is vitally important, this landing page will need to be attention grabbing and interesting enough to entice the prospect to take an action on your page whether it is a purchase, call, quote request or sign up or similar. Getting your landing pages right is an integral step in boosting your PPC Campaign Performance. Additionally with search engines like Google which assign quality scores, your landing page will also affect the rankings of your ads and what your pay.
If you have a simple goal like a free report, purchase or call back form the one page landing page works well.
With the multi-step approach, you can ask users to give only one or two pieces of personal information per page. As the first step is quick and easy visitors are more willing to start taking action. When they get to the second step they have already invested time and will be more willing to complete the next step.
When users land on your page looking for a quote, for example, don’t start by asking them to provide all of their personal information because phone number is not something that will affect the quote. What you should do is first ask them to provide some information that is useful for generating a quote. For example, if users are looking for a quote on solar energy in this case we just ask for the postcode
On the next page, you can ask them for some of their information, so the request for their phone number and name till the last page. This way, you will also be able to get some information that will tell you about the audience that you have to target in this case postcodes being searched. In this case seeing the Google Map of the house makes the person feel like this is very personalised and more likely to take action. Of course, this is just an example and you will have to create multi-step landing pages to suit your particular product/service.
With mobile traffic outstripping desktop traffic design your landing pages on mobile first. We do, Google does and so should you.
See how to approach campaign planning to the best way to build a landing page, this guide breaks PPC success down into bite-sized, actionable insights. It’s must-read for any marketer looking to drive conversions.