Creating Simple PPC Landing Pages That Work

If you are using PPC or any other kind of paid advertising, you need to send your visitors to an effective landing page, to ensure you make the most of every penny you spend.

It’s no good sending these visitors straight to your blog homepage in the hope they find what they need. The most effective campaigns are achieved with specific, goal-based ads, linking to specific, goal-based landing pages.

This isn’t as difficult as it may sound, even if you’re new to this. Stick to the following top tips and you won’t go far wrong.

What is a Landing Page?

A Landing Page is a simple, single page on your website, specifically designed for sending your traffic to once they click on one of your ads. Sending visitors from a specific ad to your homepage, is not as effective as a purposely made page.

A Landing Page helps to close the deal, quickly and directly, with no other distractions from your primary goal, whether that’s a sale, enquiry, subscriber opt-in or downloading a price list.

These pages are usually quite short and to the point, but this depends on the purpose of the page and the complexity of your offer.

Why do I need a Landing Page?

The key to conversions is keeping it simple. One goal, one ad theme, one landing page. This is because if you confuse your visitors, you’ll lose them.

Landing Pages are perfect for this because if you want your visitors to phone you, then a page directed to that one goal will increase conversions. You want them to give you their email? Focus entirely on that. Download your price list? Make an online purchase? You get the picture.

So it’s not about simply getting visitors to your website. Using a Landing Page means your visitors go directly from a specific ad, to a matching, purpose-built page. This closes the loop and increases conversions.

What do I need on my Landing Page?

Here are the things you should include:

Sales Elements:

  • Headline:

Have a headline at the top to match your ad, such as ‘Click the button below to instantly download our current price list’, or ‘Subscribe to our Newsletter to receive our Member-only special offers’, so the page matches your ad and is exactly what visitors expected.

If it’s a sales page, get straight to the main benefit, emotion etc: “Our PRODUCT/SERVICE will end your ????? frustration”, “Enjoy the fastest ????? in the industry”, “Never buy a ???? again, thanks to our lifetime guarantee”, “Feel 10 years younger with our exclusive ???? treatment”.

  • Subheadline:

Mention a major benefit of taking this action; such as a discount, saving time, and so on.

  • An Image:

An image works well on landing pages. This can be your product, your report cover, price list cover, or at the very least a happy face, smiling at your visitor.

  • Benefits of the Product or Service:

This should be brief and you need to mention the primary benefits of what you’re offering, along with your money back guarantee, free delivery details, etc.

These are benefits that can help to cement your visitor’s decision to download. You can also include a bullet list of benefits/features too.

  • Opt-In Form:

This is where you invite your visitors to subscribe and get something in return. This could be your newsletter, pricelist, free information, a quote, an ebook, a discount code and so on.

  • Include Testimonials:

Your current customers’ opinions of your product or service can be very important to potential customers. If you have some, use them on your landers. They build trust and confidence. You need both to make a sale.

  • Call to Action:

Finally, tell your visitor exactly what to do! ‘Click here’, input your email, watch the video, or whatever the goal of the page is.

You can adapt and shrink/extend these sections to suit your own pages, but the point is to give your visitor the benefits of completing whatever action it is you want.

Trust Elements:

  • Your Logo:

Make sure your page looks professional and add your logo, to help build your brand recognition.

  • Badges and Associations:

Any quality badges, associations, industry memberships, etc can also help you look professional and increase trust.

Here is a visual representation of those elements in place:

Here are some examples of live landing pages from various online companies:

As you can see, every landing page is different yet they all work on the same principles. You DO NOT have to include every element on every page, as each page is designed to suit your goals.

How do I design and build my Landing Page?

You can simply add dedicated pages to your current website but remove distracting links and side-bars so the page is completely focused on the one goal.

If you don’t currently have a website, you can build/design your pages using a simple website creation tool or WordPress, which often comes with your hosting.

If you are not experienced with building web pages and you don’t currently have someone to help you, don’t worry.

There are lots of reasonably priced services online. You only need to use your copy, as outlined above, your logo and imagery.

  • Fiverr is a great site for getting your Landing Page made very cheaply. Click here and here to check the landing page services out.
  • Need a logo? You can see the Fiverr logo design services too, here.

Any extra images, (such as on longer sales pages) need to be legally sourced, as using images you don’t have permission to use can land you in trouble.

There are lots of both paid and free stock image sites you can use and they’re very cost effective.

Get your free stock images:

Pexels, Unsplash, Stocksnap and Pixabay.

Get your paid stock images:

istockphoto, Bigstockphoto, Shutterstock and Dreamstime.

Once you have your first Landing Page ready to roll, you can use it as a template and adapt it to suit different ads and offers.

Common mistakes to avoid

There are a number of mistakes you need to avoid, if you want the most successful campaigns possible.

  • Don’t use different keywords in your ad and Landing Page:
    Always use the same keywords on your landing page that you’re bidding on for your ad. This ensures a perfect transition from ad to landing page for your visitor, along with helping your ad quality score, as Google also love an ad/landing page match.
  • Not checking your links, downloads, sales process etc:
    Once your page is ready, always check everything to ensure it all works as it should.
  • Using badly formatted images:
    Make sure your images are clear and well framed, but keep the file size as low as possible, to ensure fast loading times.

Work with these tips, use them in your favour and you’ll see much better results.

A quick summary…

PPC ads can be a very effective way to get targeted visitors to your site, but you have to learn how to use them correctly.

Don’t forget, one goal, one ad theme, one landing page. You can try out as many ads as you want, but make sure to keep them themed, such as ‘call us’, ‘download’ or ‘purchase’ for instance and send each ad theme to the same specific-goal landing page.

That really is the key to having greater success with your PPC advertising.

Just as any other proven marketing technique, you have to get ‘hands-on’ with it and learn the ropes, but once you do, the sky is the limit for results.

Phil Coleman
As a Copywriter with 25 years experience I have written squillions of words, writing for all sizes of business, both online and off including The Chamber of Commerce, the NHS and of course Adzooma. I'm a not so secret UFC fan, I live in the heart of Sherwood Forest and I have 2 pet cats called Copy and Spooky Dave.