Your PPC Results Suck Because Your Landing Pages Suck
If your PPC results suck it’s more than likely because your landing pages are awful. Many people think they can open an AdWords account, build a simple campaign and click the “go” button and the sales are going to come pouring in. There is a lot more to it than that, such as keyword research and testing, bid modifiers and adjustments, ad copy testing, etc. Then you have one of the biggest pieces of a successful PPC campaign: the landing page.
Test, Test, Test and Test More
CRO, or Conversion Rate Optimization isn’t just a new buzzword in the pay per click community -- it’s an essential part of creating a successful campaign and delivering results that provide a ROI and warrant running paid search advertising. There are many CRO tools and pieces of software that you can use to help get your landing pages converting.
Simple knowing how to create a landing page isn’t enough. What you might think will work doesn’t always deliver the results that you are seeking. The only way to truly find out what your audience is going to respond well to is to test, and test a lot. Changing the offer, the call-to-action, the action button text and color, and the location are all things that you need to test. There isn’t a single successful PPC campaign that was built without any testing whatsoever.
If you aren’t willing to test or if you don’t have the budget to test multiple landing page variations then don’t attempt PPC. We get calls from business owners every week that have been attempting PPC on their own and wonder what they are doing wrong. Every single time it's the same culprit -- horrible landing pages that are not designed to convert traffic, or even worse, they don’t have a landing page and they are just sending traffic to their home page without a plan.
You can’t go a week without seeing information on the news about a new data security breach occurring at a major retailer. Consumers are much more aware when it comes to online safety and keeping their information secure. If you are selling physical products or accepting payments directly on your website then you need to use a SSL certificate and make sure you are using https.
A professional design goes a long way to convey trust and then when you add in some trust signals, such as a Better Business Bureau logo, SSL information and security seals from your merchant processor it really helps to ease the consumer. Online shopping isn’t new and consumers are used to inputting their credit card information online, but that doesn’t mean they are going to shop with any website they come across. Taking the extra steps to make your landing pages secure and radiate trust will go a long way in helping you convert more traffic.
You Have to Cater to Mobile Visitors
In an era of increasing mobile traffic by the day, you have to make sure your landing pages provide your mobile visitors with a great experience. It’s amazing how many PPC campaigns are sending their traffic to not only home pages that don’t have a clearly defined call-to-action and offer, but they pages aren’t even mobile friendly.
There is no sign of mobile traffic slowing down so you need to adapt with the times. Creating offer-specific landing pages that are responsive and allow visitors to complete your offer on the smaller screen sizes is key.
You are completely wasting your money if you are sending PPC traffic to pages that aren’t responsive. Before you spend another penny on PPC invest in a website redesign to ensure that you will be able to convert traffic from all devices.