Landing Page Best Practices, Segmenting PPC Campaign, Website Design Best Practices - Clarity Ventures
Each PPC campaign will send your users to a landing page, where they can learn more about your product and ultimately convert into customers. To maximize the possibility of conversion (and keep your bidding costs down) follow a few simple landing page best practices.
Make Each Landing Page as Relevant to Your Campaign as You Can
First and foremost, your landing pages must be highly relevant to your ads. This usually means sending your traffic to a service or product page rather than your home page. You may even opt to design your own customized landing pages just for PPC campaigns. Assign a separate landing page to each keyword grouping (similar to an SEO campaign) in your campaign. Make sure your landing page features the campaign keywords prominently, particularly in the header.
Segment Your PPC Campaign by Traffic Source and User Type
Above all, your landing pages must adhere to the website design best practices that you already know so well.
To truly measure the returns of various forms of traffic, it is best practice to segment your PPC campaign according to traffic source. This means you can send your PPC, email, banner ads, and social media campaigns to separate landing pages, which will not just maximize measurability; it will also help you match your messages to each audience. Similarly, create separate landing pages for different user types (women versus men, for instance).
Follow Other Website Design Best Practices
Above all, your landing pages must adhere to the website design best practices that you already know so well. This means designing a large, clear call-to-action; using video whenever possible; providing clear, compelling content; and displaying bold, professional images. You may also wish to include testimonials, bullet points, or free trials/downloads. Have fun, and think about what your customer would want to see most.
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