Following on from What Is A PPC Landing Page, today we look at How To Build A PPC Landing Page
Recently, there’s been a big push toward landing page quality.
This emphasis quickly became very real for many advertisers when Google announced that landing page quality is related in a more direct way to the quality score of a PPC ad.
At the end of the day, Google’s ultimate goal is to improve user-experience, and increase, as well as sustain their revenue. No matter what, you always want to provide the most useful experience to the user.
As long as you continue to do this, technology changes will benefit you and improve the overall effectiveness of your efforts. Technology changes and upgrades should not be the cause of losing your business, loss of profit, or have any negative side effect at all.
If this is the case, then you clearly didn’t care enough to do it right to begin with. This is a huge mistake to make in any kind of business.
Let’s Get Started…
Google and Facebook want essentially the same things. However, there’s a distinction between the two.
Facebook wants a clear and concise message (so does Google).
But Google also wants content.
Facebook wants content, but they’re not necessarily as heavily invested in seeing content as Google is.
Both definitely want a clear explanation of the path that your landing page will provide for the consumer.
Be thinking about your brand at all times.
This means that you should be advertising your brand. It’s not that Google minds if you advertise a product. What they don’t want are sales people who are analogous to snake oil salesmen.
When you’re building your PPC landing page, ask yourself how you can position what you’re advertising so that you can sell products and highlight your brand.
How can you let the consumer know that what you’re advertising is more than a single, individual product?
If it is a single, individual product at least make sure there is a grand element to your campaign.
You must have content in order for (especially) Google to view you as valuable to the consumer.
It doesn’t matter if you have all the content in the world inside of your “members only” section. If Google can’t see that, it’s as good as not having any at all.
You better have some content on the front end so that the consumer can see what the hell they’re getting into and they can determine if you’re worthy of them giving away their email or credit card details.
Make sure the consumer knows what’s happening at all points in time.
Spell it out clearly, such as…
“If you give me your email address, first you will get this and then you will get this, and this and this, etc.”
Let your consumer know what they are about to experience. Prelude your message with what is going to happen. Be 100% transparent with what you’re going to deliver.
This holds true especially for those in the “make money from home” or any of the various sub-cultures within the “income generating” space.
If you are selling a product or teaching how to make money, you MUST come from an educator’s standpoint. Do NOT come from a get-rich-quick standpoint.
Avoid the following:
- Income testimonials
- Traditional direct response marketing “BS” that insults most peoples’ intelligence
Use marketing which really builds a bond with the consumer.
Ask yourself how can you build a bond and trust with the consumer to the point where they say to themselves, “I like this person,” or “I want to learn more,” or “I would like to engage more with this information.”
Brand Presence Home Page
This would include the following:
- About Page
- Mission Statement
- Contact (include telephone #)
- Some Element of Content i.e. Free Training
- Blog i.e. Timely and Regularly Updated Content
So As You’re Building Your PPC Landing Pages, Ask Yourself These Questions…
- What’s my brand awareness? Do I have brand awareness across my entire platform?
- Do I have content? Have I included the essential content elements that make for a good PPC landing page?
- Am I being transparent? Have I let the consumer know exactly what is going to happen and what they can expect along the way?
- Am I educating? – You MUST educate i.e. put your mom in front of your PPC landing page and ask yourself, “Can they easily and quickly navigate through all of your stuff and understand what the hell you are doing right away?”
Stay Ahead Of The Curve?
If consumers can’t quickly and easily figure out what you’re doing, the Google and/or Facebook reviewers are going to knock your PPC Landing page out. If you manage to sneak by with your PPC Landing page it won’t be long before you get knocked off the platform.
Change the way you’re doing your marketing early. Stay ahead of the curve, and you end up winning. This is what we’re doing inside Yaghi Labs. We keep you, and all of our clients ahead of the curve.
And this is what this article has done for you too, kept you ahead of the curve. If you’re not abiding by these things, get caught up.
For more value than you can shake a stick at, join us inside of the Internet Business Academy where you’ll learn how to build a REAL Internet business that’s not fickle to the latest changes on Google, or dependent on any one source of traffic.
Do the right thing. Stay ahead of the curve.