A landing page is a destination your visitors “land” after clicking on your PPC ads. The landing pages are designed to serve the specific objectives of ad campaigns.
So, if you want to know why there should be a different landing page for every PPC campaign you create, here are a few reasons to help you understand the importance of landing pages.
But before we begin, here are a few instances of Brand Awareness and Product purchase campaigns:
Why do you need a different landing page if you’re creating an ad for “brand awareness”?
If the ad is for brand awareness and if your ad speaks about “all-inclusive” services, then the landing page should contain a simple brief of who you are, what your services are, and a clear call to action for further inquiry, demo call, sign-up, asking for a quote, etc.
Why can’t we use the home page if we promote “all-inclusive” services?
In the above case, if the user is redirected to the website, they might be overwhelmed with enormous amounts of information and not find the specific answers to their questions.
Hence, a simple landing page with your USPs, a list of services, the package (or mention whatever critical information the user should need to know the first time), and the contact form serve the purpose.
Why do you need a different landing page if you’re creating an ad for a “specific product/service.”
When your ad speaks about a specific product/service, your landing page must contain brief information which is easy to understand and provides transparent information about that one “specific product/service.”
Instead of utilizing a product page on the website, a different landing page will be beneficial to break down the information in the simplest way and helps in leading the customer to take action without being served with extra or irrelevant information.
Another advantage is that you can track multiple user actions on the landing page and segment the audience for every conversion action. This way, you can retarget them with a customized remarketing campaign.
Now let us dive deeper to understand how landing pages can benefit you in meeting your marketing objectives.
Benefits of using a landing page for PPC campaigns.
1. A landing page is a powerful tool to generate leads and purchases.
A landing page composed of clear and concise information helps the users to understand a product/service in detail. A landing page addresses the users’ pain points and communicates how their problem is solved. It also answers what users get in return for choosing a service or buying a product.
With such specific information and a clear call to action, a landing page helps to generate quality leads. When the potential customers have a fair understanding of the benefits of choosing your product/service, you have successfully created a smooth visitor interaction. You thus have gained a quality lead/purchase.
2. Generates better data and insights about visitors.
Pay Per Click campaigns can be launched for various purposes, from announcing offers, introducing a new product, conducting giveaways, etc. These objectives can be better met with landing pages unique to each goal.
PPC campaigns generate better data and insights about the visitors from these highly optimized and purpose-driven landing pages. Landing pages help us collect better data on user behavior, the kind of content that keeps the users engaged, the CTAs that are working effectively, the design elements that add value, etc.
Considering all the above details, PPC campaigns with separate landing pages make the ads effective but are also helpful in analyzing their interest in a product/service/brand.
3. Quickly improves your Google Ads campaigns quality score.
Google Ads calculates the quality of your ad, notices how relevant your landing page is, and the users’ dwell time. The longer the users stay on your landing page, it shows that your landing page is more relevant than your competitors.
The apt keywords and the correct information about a service/product on the landing page can help you improve your Google Ads Quality Score and Ad Position, that in turn helps lower cost per click.
4. Landing page improves conversion rates.
A landing page will be highly optimized according to the product’s USPs and the target audience.
The landing pages for PPC campaigns consist of reliable information that users want to know about a service or product. If the ad campaign is engaging, users click on the ad and land on a separate landing page.
Now, a landing page is another opportunity to convince your customers to be your customer. By seeing the precise information and CTA, users are more likely to click on the landing page CTA, thus helping to increase conversion rates.
5. Minimizes distractions and keeps users engaged.
As we discussed, a different landing page provides the target audience with the information that fulfills their search intent. A landing page talks only about a specific purpose and helps users to avoid distractions.
A website/homepage might give comprehensive information about your business. But the user who is looking for specific details might get overwhelmed. A simple and brief landing page paves the way for an easy visitor-interaction process, keeps your users more engaged, and keeps them away from distractions like “unnecessary information about a product/service in which the user is not interested”.
6. Generates quality leads from remarketing campaigns.
Earlier, we spoke about landing pages helping collect quality insights about visitors.
While we have the data about user behavior – what campaigns users are responding well to and which of the landing pages is performing – we can optimize the landing page and launch remarketing campaigns with all the data collected.
Conclusion:
These are the reasons why you should create a different landing page for your subsequent PPC campaigns. However, PPC campaigns need multiple strategies combining content, design CTA, targeting audience, etc. If you think PPC campaigns are not your area of expertise and need guidance, Zerozilla can help you.
Looking for an expert digital marketing company to strengthen your marketing landscape? Talk to one of our experts.
No Comment