Ever wondered why your paid search campaigns don’t convert? Ever wondered why your cost-per-click is super expensive? Ever wondered why your ads never show up in a decent spot?
Using high performance landing pages for your PPC ad campaigns results in higher conversion rates and a lower cost-per-click. The goal here is to create a closely coupled relationship between the ads and the content of your PPC landing pages.
This increases the message match for humans (reducing bounce rate) and for Google (higher Quality Score and Ad Rank).
Successful PPC campaigns are about more than simply choosing ad words that attract the attention of your target audience. Many marketers falter in the “what happens next” post-click phase, and a big reason for this is sending paid traffic to the wrong type of page.
Roughly 80% of paid search traffic is sent to one of the following page types:
If your ppc campaigns are not using landing pages, then your highest converting call-to-action is likely to be the back button on your visitors browser – which means marketing dollars going to waste.
It’s crazy that only about 20% of traffic is being sent to promotion specific landing pages. Most marketers know that landing pages improve conversion rates, but did you know that they also have a big impact on Google’s landing page component of the quality score (QS) – which translates into a reduced cost-per-click (CPC)?
The solution? Send paid search traffic to specialized PPC landing pages. Study the infographic to get the scoop on the right and wrong way to do PPC, and never send paid traffic to your homepage again. Please.
Note: Click the image for the full-size infographic.
To summarize the infographic in words, let’s look at 5 reasons why using a targeted promotion specific landing page is more effective than sending your paid traffic to other pages on your site:
Landing pages simplify communication and improve the conversion experience both for paid search engine bots and your prospective customers. They do this by enabling more focused messaging which boosts the landing page component of your Quality Score and reducing your cost-per-click. At the same time they reduce the post ad-click bounce rate which improves conversions.