Pay-per-click tip – Landing Pages

A great deal of attention is focused on how best to improve the performance of pay-per-click advertising. However, you should also consider what experience you give users when they actually reach your website.

If you are advertising specific products you should consider which page to direct users to once they click on your adverts. Rather than just sending them to your homepage (which may be a number of clicks away from the product you are advertising) you may find that by creating specific ‘landing pages’, you can provide visitors with more relevant information and a simplified user experience which can improve your visits to sales / enquiries ratio.

When creating a landing page you should ask yourself the following questions:

• Is this a high or low involvement purchase and what level of information is appropriate to strike a balance between simplicity and answering user’s questions?
• Do you need to add pictures, pricing, specifications, testimonials or any other information to the page?
• How can you reduce the navigation required to achieve a sale or enquiry?

Landing pages can also be used to target keywords in natural search engine optimisation and to improve email marketing campaigns. If you are running, or planning, a PPC campaign and would like more information about this, please do get in touch.

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