Landing Page Requirements for PPC

Have you invested in PPC, but it isn't paying off? If this sounds familiar, it could be an issue with your landing page.

Investing in PPC is a smart move. However, your landing page is far more important than you imagined. An optimised landing page is built for converting visitors into customers.

Without one, you're holding a flame to your cash. An effective landing page boosts your return on investment (ROI) and reduces wasted spending.

So, to make the most out of your paid traffic, your landing page must be your pride and joy, crafted with intention and passion.

Let's get stuck into the landing page requirements to make sure your PPC is actually working for you and why they matter.

1. Clear Contact Forms

Your contact form is your main lead capture tool, and your first step towards spiking your conversions. Your contact form must be visible, easy to understand, and most importantly, dead simple to use.

• Field count: WiserNotify suggests that reducing the amount of form fields can boost your conversion rate by 120%.
• Short forms: Venture Harbour's studies show short forms often outperform longer versions. This is especially important for PPC customers who expect speed.
• Placement: 99designs suggests positioning forms above the fold to increase conversions.
• Clear call-to-action (CTA): clear buttons. Concise copy. Standout design. These win time and time again. Think bold. Think large. Think contrasting colours. Use dynamic verbs.
• Social proof: VWO's study shows a 5% increase in conversions when using social proof in the form of testimonials.

Clear landing pages always win. Don't leave money on the table because your landing page confuses your PPC traffic.

2. Mobile Optimisation

Mobile optimisation is the unsung hero. A growing amount of traffic accounts for mobile users, so recognise this as an essential rather than a nice website update.

• No longer a bonus: did you know that just 50% of landing pages are optimised for mobile, according to KlientBoost? That means half of all websites' paid traffic has a poor experience.
• Mobile conversion: WordStream suggests the average conversion rate on mobile across Google Ads is only 3.48%. That's far less than desktop's 4.4%.
• Responsive design: make sure buttons, text, and forms are accessible on smaller screens. This also goes for thumb-friendly CTA buttons.
• Speed: a one-second delay in loading times can decrease your conversions by up to 7%. Use compressed images and always test page loading times.
• UX design: a smooth design will increase conversions. Write copy in the F-pattern to maintain customer attention.

A responsive, mobile-friendly landing page will keep up with the ever-rising number of searchers on mobile, and you will get the best ROI from your PPC investment.

3. Tracking Setup for Google

How can you possibly know if your PPC campaign is flying if you aren't tracking where your traffic is coming from? Without accurate tracking, you're stabbing in the dark.

An accurate setup allows for performance measurement. Results come down to the data.

• Calculations: yes, it's boring, but your conversion rate is calculated to inform bid strategy, quality score, and ROI. Without tracking, this is nearly impossible.
• Tools to install: Google Analytics 4 (GA4) allows you to track all your PPC metrics in one place.
• Quality score: Google actually rewards relevant landing pages that match your ads and keywords, which boosts your ad rank.
• Test, test, and test again: test all aspects accurately. Slip-ups can cost you in ad spend and insights.

By tracking with GA4, you can keep an eye on the ROI of your PPC campaign, make changes, and improve your strategy.

4. Psychological Marketing

Even small psychological triggers can make a difference to your PPC campaign. A landing page that understands these triggers is a powerful tool for printing money.

• Message and design: consistency in visuals and copy creates a cohesive website to increase conversions from PPC.
• Social proof: take advantage of testimonials from Trustpilot or case studies to boost trust and credibility. Dynamic Yield says it strongly increases purchases.
• Urgency and limited availability: this is a powerful persuasive copy tool you must use. Highlight limited-time offers and spaces, or use visual countdowns. Loss aversion can increase sales significantly.
• Small paragraphs: write simple, short, concise content. Break the paragraphs up. This isn't an essay. Short, digestible text blocks will convert 56% better than paragraph-heavy content, according to Unbounce.
• Keep your offer clear: when you make more than one offer in a CTA, you confuse your customer. Make it simple. Make it hard to say no with ONE clear benefit or offer.

These simple psychological copywriting and user design (UX) tips can considerably boost your conversion rate.

This way, you make the most money from your PPC budget and gain new customers.

5. Test Relentlessly

You can't achieve a perfect PPC landing page after one change. Constant testing and small tweaks can make a noticeable difference in the long run.

• Conversion rate: Unbounce says the median landing page conversion rate across all industries sits at around 6.6% to 9.7%.
• A/B testing: the best invention since sliced bread? This software allows you to test different CTAs or headlines in real time with real customers.
• Search behaviour: check heatmaps, scroll maps, and time-on-page to spot what works and where things go south for your customers.
• Change: adaptation is key. The best landing page designs are constantly evolving to suit changing psychology and user behaviours.

So, you've finished your landing page. It's up for the world to see. That's that, right? Nope. Your landing page is like a garden; it needs constant attention and help to continue thriving.

The more you invest in your landing page, the higher your conversion rate will likely be.

Transform Your Landing Page to Increase Profit!

Are you concerned you aren't getting the most out of your PPC investment? Could your landing page be scaring away customers?

CreateTheWeb has helped countless businesses increase their conversion rate by optimising a high-converting landing page for PPC.

Don't waste more money on ad spending and a poor ROI. Your landing page could be costing you thousands, so get a FREE quote today and increase your PPC campaign conversions.