What’s More Important: Landing Page Or Ad Content?
Is your landing page or your ad more important in your pay per click campaign? To be honest, it’s neither. They should work together as a team. Let’s examine what the function of each is in your PPC campaign.
- Landing Page – The landing page is the place where your visitor will buy your product. It’s important that your landing page is optimized and ready to close sales. It should have a strong call to action and sell the benefits of your offer. The landing page also plays a big part in the quality score of your ad. If it receives a lot of bounces then your quality score will suffer so the importance of your landing page cannot be overstressed.
Ad Content – On the other hand, your ad is what gets people to the landing page from the search results page. It is very important that your ad target the right keywords and that it includes a strong call to action. Without a strong call to action, no one will click your ad and no one will see your landing page or buy your product.
Both your landing page and your ad are integral parts of your PPC campaign. They should work together. They are a team. Neither is more important than the other. Such thinking is what leads to the fall of great teams in sports, business, and marriage. When one partner thinks he is the glue that holds the team together, there’s a problem. Make your ad and your landing page work as a team.
Getting The Most Out Of Search Engine Marketing
You may feel your search engine marketing efforts are paying off and all is going well – they could be too. However, you should always be reviewing your activities to ensure you are get the most out of your campaigns.
Search Engine Journal has a timely post that provides seven tips to increasing your landing page conversions – we could all use an increase in conversions, even at the best of times. Consider reviewing the following in relation to your landing pages:
- Call to Actions Matter – is your call to action clear
- Digestible content – is your content scanable
- Minimize choice – don’t confuse things with too many choices
- Keep It SIMPLE – create simple pages
- Keep form length to a minimum – only collect the data you need
- Avoid marketing speak – use every day language
- Envoke Trust – if I trust your site, I will buy from you
Although very obvious areas to review, over time our pages get out of hand – reign them in and with luck, your conversions will start to climb. The post makes one point that is worth repeating:
Landing pages are becoming overly complicated data dumps where the short attention spanned consumer is left to sort through the pop-ups, multiple focus points, talking heads and flashing pictures. No wonder bounce rates are astronomical on most sights. Let’s stop blaming poor market conditions….
Now go back and look at your landing pages in relation to that description. How does it measure up? Many don’t measure up and by trimming them back you can make them lean, mean conversion machines.