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https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-300x225.png 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-1024x768.png 1024w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-768x576.png 768w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-1536x1152.png 1536w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-200x150.png 200w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-467x350.png 467w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-350x263.png 350w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-23T143036.652-400x300.png 400w" sizes="(max-width: 2000px) 100vw, 2000px"/> </picture> </noscript> </div> <div class="cover-inner-content container"> <div class="content-inner"> <p class="date">29th July 2024</p> <h1>The Dos and Don’ts of PPC Landing Pages</h1> <div class="controls-row"> <a href="https://www.seoworks.co.uk/blog" class="back-button">Click to go back to <span>Blog Posts</span></a> <div class="categories"> <p>Posted in:</p> <a href="https://www.seoworks.co.uk/blog?category=ppc" class="cat-button">PPC</a> </div> </div> </div> </div> </section> <section class="seoworks-block-post-content"> <div class="post-content-inner container"> <div class="content-holder"> <div class="mobile-navigation-section"> <svg class="cog" xmlns="http://www.w3.org/2000/svg" width="199" height="200" viewBox="0 0 199 200" fill="none"> <path d="M63.3747 0.144651C28.189 0.144652 -8.74228e-06 1.52588e-05 -8.74228e-06 1.52588e-05L-7.58406e-06 26.497L19.7468 26.497C20.6516 38.7593 22.9009 50.885 26.4543 62.6555L8.21095 69.8583L17.6651 94.0989L36.1398 86.9251C42.3098 99.6831 50.0825 111.601 59.2692 122.389L45.3915 136.101L63.6927 154.44L77.6571 140.469C88.221 149.492 99.8772 157.15 112.351 163.263L105.008 181.631L129.062 191.293L136.204 173.272C148.26 176.967 160.693 179.296 173.268 180.214L173.268 200L199 200L199 143.014C123.892 142.807 63.1142 81.8296 63.1145 6.68211C63.1145 4.54153 63.1723 2.40094 63.2879 0.260358" fill="#F1F1F1"/> </svg> <div class="section-content"> <div class="dropdown"> <h4 class="title">Table of Contents</h4> <div class="arrow-holder"> <svg xmlns="http://www.w3.org/2000/svg" width="15" height="9" viewBox="0 0 15 9" fill="none"> <path d="M2 2L7.5 7.5L13 2" stroke="#DCDCDC" stroke-width="3" stroke-linecap="round" stroke-linejoin="round"/> </svg> </div> </div> <div class="contents-holder" id="contents-holder"> </div> </div> </div> <p>When it comes to improving efficiency and maximising the results from your PPC activity, many overlook the landing page their ads are taking users to.</p> <p>With the cost involved in bringing users to your website through Google Ads, it’s vitally important to ensure the page users land on is functional, well-designed and encourages users to convert.</p> <p>Below we’ll go through a number of different Dos and Don’ts to help refine your landing page and drive better results from your Google Ads campaigns.</p> <div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading" id="landing-page-dos"><strong>Landing Page Dos</strong></h2> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="do-keep-it-simple">Do Keep It Simple</h3> <p>As we mentioned before in not distracting users on a landing page, you want the page users are directed to to be clean and simple. Your page should be easy to navigate and read, yet include the information needed for users to understand your product or service.</p> <p>Text should be in small, easy to digest paragraphs, broken up by enticing imagery or other graphic elements to encourage users to stay on the page. Additionally, your specific goal should have an easy to reach and noticeable CTA.</p> <p>Ideally you want to design a landing page that establishes a journey for the eyes and naturally encourages a user to continue scrolling and reading through your page.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="do-have-your-cta-call-to-action-above-the-fold">Do Have Your CTA (Call To Action) Above The Fold</h3> <p>Essentially, the further down your CTA (Call To Action) is – the lower conversion rate you’re likely to achieve. Having the enquire/purchase button after rows and rows of text may well bore a user and cause them to click off your site.</p> <p>Instead, you want to have an eye-catching graphic or image at the top of your landing page – along with some compelling and informative content. You then either want to have your CTA sitting next to, or just below, your first few punchy lines of text.</p> <p>This gives users enough insight into your product or business and is quickly followed with encouraging the user to take the desired action on your website.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="do-write-compelling-copy">Do Write Compelling Copy</h3> <p>The text within your landing page is another super important element to your PPC landing page. In particular, the headline and subheader are most critical as these are the aspects that first hook a user when they arrive on your landing page.</p> <p>Ensuring your headline includes your focus keyword(s) and that content throughout your landing page also centres around your target keywords is crucial to ensuring your keyword quality scores are high.</p> <p>Compelling copy throughout your landing page will also help improve engagement time, and ultimately conversion rate by keeping users interested in what you offer.</p> <p>For example, in this landing page, it has been designed specifically for users who are visiting our site from Clutch. Rather than sending them to our homepage, we have designed this landing page so it is tailored to the context of their user journey.</p> <figure class="wp-block-image size-large"><picture decoding="async" class="wp-image-16099"> <source type="image/avif" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png.avif 1024w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-300x171.png.avif 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-768x437.png.avif 768w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-200x114.png.avif 200w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-615x350.png.avif 615w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-350x199.png.avif 350w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image.png.avif 1445w" srcset="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20583'%3E%3C/svg%3E" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px"/> <img decoding="async" width="1024" height="583" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201024%20583'%3E%3C/svg%3E" alt="Example landing page" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png 1024w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-300x171.png 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-768x437.png 768w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-200x114.png 200w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-615x350.png 615w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-350x199.png 350w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image.png 1445w" data-lazy-sizes="(max-width: 1024px) 100vw, 1024px" data-lazy-src="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png"/> </picture> <noscript><picture decoding="async" class="wp-image-16099"> <source type="image/avif" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png.avif 1024w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-300x171.png.avif 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-768x437.png.avif 768w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-200x114.png.avif 200w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-615x350.png.avif 615w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-350x199.png.avif 350w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image.png.avif 1445w" sizes="(max-width: 1024px) 100vw, 1024px"/> <img decoding="async" width="1024" height="583" src="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png" alt="Example landing page" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-1024x583.png 1024w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-300x171.png 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-768x437.png 768w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-200x114.png 200w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-615x350.png 615w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image-350x199.png 350w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/image.png 1445w" sizes="(max-width: 1024px) 100vw, 1024px"/> </picture> </noscript></figure> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="do-have-trust-indicators-amp-testimonials">Do Have Trust Indicators & Testimonials</h3> <p>Another element to improving your PPC landing page is some form of trust indicator. This could be in the form of reviews or testimonials. Having genuine feedback from your previous customers can be really beneficial when it comes to new users.</p> <p>A user who is unfamiliar with your business is most likely sceptical about the quality of your product or service. Having reliable and authentic testimonials or reviews can really help remove those doubts from new users – and encourage them to convert.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="do-test-your-landing-pages">Do Test Your Landing Pages</h3> <p>Another crucial element to optimising your PPC landing page is to test different layouts and designs of your landing page. Google Ads gives you the ability to A/B test different landing pages – meaning you can send 50% of users to one page, and the remaining 50% to another page.</p> <p>Numerous different elements of a page can be tested – from different images, to different CTAs or different text layouts.</p> <p>Continuously testing a different aspect of your landing page then allows you to gather data and understand what aspects help improve engagement time and converts, and which don’t.</p> <p>Heatmap and analytical tools such as Hotjar allow you to review exactly how users are interacting with your page, and which elements they focus on. Using these types of tools will further help gather data from which you can optimise your PPC landing page.</p> <div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading" id="landing-page-donts"><strong>Landing Page Don’ts</strong></h2> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="dont-distract">Don’t Distract</h3> <p>When creating your landing page, you want to avoid creating too many distractions and areas for users to click off. This includes links to other pages or areas of your website.</p> <p>If you’ve paid for a user to click onto your site based on a specific keyword and purpose, you want to ensure they move further down the sales funnel by creating a simplistic landing page.</p> <p>Having specific widgets or buttons for users to click only deters them from making a purchase or submitting a form. Essentially you want to review every element of your landing page – every part of the page should be directing users towards your desired action/conversion.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="dont-have-your-cta-call-to-action-below-the-fold">Don’t Have Your CTA (Call To Action) Below The Fold</h3> <p>Following on from the previous point around not distracting users, you also want to ensure the desired call to action (CTA, such as purchase or sign-up) is towards the top of your page.</p> <p>Keeping your CTA way down at the bottom of the page, following several paragraphs of information can divert users away from your main aim or encourage users to simply click off your site.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="dont-make-your-landing-page-too-wordy">Don’t Make Your Landing Page Too Wordy</h3> <p>Although you may need information to tell users about your product or service, as well as your business, you don’t want to bog down users with dozens of paragraphs of text. Seeing a huge wall of text as soon as a user clicks on a url can be massively off-putting and cause the user to click off the page.</p> <p>You want to have a well designed, engaging and eye-catching landing page. It should flow naturally between short paragraphs of text and other elements or images, encouraging users to absorb information – and ultimately perform whatever desired action you want users to take on your site.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="dont-have-a-slow-landing-page">Don’t Have a Slow Landing Page</h3> <p>This is an element many don’t consider and can have one of the biggest impacts on performance. It’s estimated that for every 1 second a user has to wait for a landing page to load, dropoff rate increases by nearly 10%! An alarmingly high number for businesses already paying money for users clicking onto site.</p> <p>Ideally you want a landing page to load in under 3 seconds. Google offers a useful and free PageSpeed Insights tool which provides an insight into computer and mobile load times, and which elements of the page are slowing down your site speed.</p> <p>Making improvements to site speed has the added benefit of reducing bounce rates and increasing conversion rates across all channels, making it a very worthwhile task to undertake.</p> <div style="height:15px" aria-hidden="true" class="wp-block-spacer"></div> <h3 class="wp-block-heading" id="dont-have-a-website-that-isnt-mobile-friendly">Don’t Have A Website That Isn’t Mobile Friendly</h3> <p>Following all of the previous points on what not to do for your PPC landing page and website, it is also crucial to ensure your website works seamlessly across mobile.</p> <p>Typically, businesses generate anywhere from 50-70% of traffic from mobile phones, meaning you could be missing out on a huge number of conversions if your website doesn’t work well across mobile.</p> <p>Often the biggest stumbling block for user experience across mobile is specific elements of a page that look and work well on desktop but do not translate well across mobile.</p> <p>Examples for this include huge pop-ups that dominate over 80% of a mobile screen that are intended to only cover a small portion of the screen. Instead you want to have a sleek and easy to navigate mobile experience for users – making it easy for users to scroll through your site and ultimately convert.</p> <div style="height:30px" aria-hidden="true" class="wp-block-spacer"></div> <h2 class="wp-block-heading" id="conclusion"><strong>Conclusion</strong></h2> <p>It’s clear from this list there are numerous factors that can impact your landing page – with some being easier fixes than others. Depending on your capabilities, you may not be able to test every point mentioned above.</p> <p>Additionally, there is no ‘one size fits all’ approach when it comes to optimising your PPC landing page – every sector and business works differently. However, even being able to experiment with different CTA positioning, wording or different images can make a difference.</p> <p>Exactly how you go about making changes and optimisations to your landing page can differ depending on what resources you have. The most important aspect is simply testing different elements of your landing page. In doing so you should start to see the positive benefits in terms of conversion rates as a result.</p> <p>If you feel like you could do with a helping hand in optimising your PPC landing pages, it might be time to speak to the experts…</p> <p>Our award-winning team has helped countless businesses generate more sales and improve ROI across Google Ads – find out more about <a href="https://www.seoworks.co.uk/ppc-services/" target="_blank" rel="noreferrer noopener">our services</a> or <a href="https://www.seoworks.co.uk/contact-us/" target="_blank" rel="noreferrer noopener">get in touch today</a>!</p> <div class="saboxplugin-wrap" itemtype="http://schema.org/Person" itemscope itemprop="author"><div class="saboxplugin-tab"><div class="saboxplugin-gravatar"><picture decoding="async" itemprop="image"> <source type="image/avif" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg.avif" srcset="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20100%20100'%3E%3C/svg%3E"/> <img decoding="async" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20100%20100'%3E%3C/svg%3E" width="100" height="100" alt="" itemprop="image" data-lazy-src="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg"/> </picture> <noscript><picture decoding="async" itemprop="image"> <source type="image/avif" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg.avif"/> <img decoding="async" src="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg" width="100" height="100" alt="" itemprop="image"/> </picture> </noscript></div><div class="saboxplugin-authorname"><a href="https://www.seoworks.co.uk/author/stefanobianco/" class="vcard author" rel="author"><span class="fn">Stefano Bianco</span></a></div><div class="saboxplugin-desc"><div itemprop="description"><p>Stefano is a Senior PPC Account Executive with a background in Advertising and Marketing, and experience working across a number of B2B and B2C clients.</p> </div></div><div class="clearfix"></div></div></div> <div class="author-box"> <div class="image-section"> <picture class="avatar avatar-96 photo sab-custom-avatar"> <source type="image/avif" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg.avif 2x" srcset="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2096%2096'%3E%3C/svg%3E"/> <img alt="" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%2096%2096'%3E%3C/svg%3E" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg 2x" height="96" width="96" data-lazy-src="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg"/> </picture> <noscript><picture class="avatar avatar-96 photo sab-custom-avatar"> <source type="image/avif" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg.avif 2x"/> <img alt="" src="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/04/014634-261-2-1.jpg 2x" height="96" width="96"/> </picture> </noscript> </div> <div class="text-section"> <p class="author-name"><span>Author -</span> Stefano Bianco</p> <p class="author-description">Stefano is a Senior PPC Account Executive with a background in Advertising and Marketing, and experience working across a number of B2B and B2C clients.</p> </div> </div> <div class="in-text-cta"> <div class="image-section"> <picture class="attachment-full size-full" decoding="async"> <source type="image/avif" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/08/ben.png.avif" srcset="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20128%20187'%3E%3C/svg%3E"/> <img width="128" height="187" src="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%20128%20187'%3E%3C/svg%3E" alt="Ben" decoding="async" data-lazy-src="https://www.seoworks.co.uk/wp-content/uploads/2024/08/ben.png"/> </picture> <noscript><picture class="attachment-full size-full" decoding="async"> <source type="image/avif" srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/08/ben.png.avif"/> <img width="128" height="187" src="https://www.seoworks.co.uk/wp-content/uploads/2024/08/ben.png" alt="Ben" decoding="async"/> </picture> </noscript> </div> <div class="text-section"> <p class="subtitle"></p> <h3 class="title">Hi! 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Google Ads has been using a branch of AI – ‘machine learning’ – for some time now, which means digital marketers are already utilising this technology in ad copy creation, audience targeting and day-to-day optimisation. Using...</p> </div> <div class="read-more"> <p>Read Post<p> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" viewBox="0 0 21 21" fill="none"> <circle cx="10.5" cy="10.5" r="10.5" fill="#3E4042" fill-opacity="0.1"/> <path d="M9.54688 7.63672L12.4105 10.5004L9.54688 13.364" stroke="#3E4042" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"/> </svg> </div> </div> </a> <a href="https://www.seoworks.co.uk/understanding-google-ads-metrics/" class="related-post-card"> <div class="image-section"> <picture class="attachment-full size-full" decoding="async"> <source type="image/avif" data-lazy-srcset="https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-04T082439.652.png.avif 2000w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-04T082439.652-300x225.png.avif 300w, https://www.seoworks.co.uk/wp-content/uploads/2024/07/Untitled-design-2024-07-04T082439.652-1024x768.png.avif 1024w, 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These metrics are pivotal for evaluating the effectiveness of strategies, offering a comprehensive overview of your marketing plan’s performance. In this blog, we take a...</p> </div> <div class="read-more"> <p>Read Post<p> <svg xmlns="http://www.w3.org/2000/svg" width="21" height="21" viewBox="0 0 21 21" fill="none"> <circle cx="10.5" cy="10.5" r="10.5" fill="#3E4042" fill-opacity="0.1"/> <path d="M9.54688 7.63672L12.4105 10.5004L9.54688 13.364" stroke="#3E4042" stroke-width="2" stroke-linecap="round" stroke-linejoin="round"/> </svg> </div> </div> </a> </div> </div> </section> </div> <footer data-wpr-lazyrender="1" id="colophon" class="site-footer"> <section class="footer-awards"> <div class="sections-tb"> <div class="container"> <div class="row justify-content-around"> <div class="col-12"> <p><a href="/awards/"><picture decoding="async" class="alignnone size-full wp-image-6617"> <source type="image/avif" data-lazy-srcset="/wp-content/uploads/2023/02/award_winning_agency_2023.png.avif" srcset="data:image/svg+xml,%3Csvg%20xmlns='http://www.w3.org/2000/svg'%20viewBox='0%200%201391%20170'%3E%3C/svg%3E"/> <img decoding="async" 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