Improve Your Pay Per Click (PPC) Profit by Optimising Landing Pages

Spending money on PPC but not converting your traffic into sales? An explanation of why optimising your landing pages can maximise the profitability of your PPC campaigns.

Maximising Your PPC Profit with Landing Page Optimisation

When looking to maximise the amount of profit you make from your PPC advertising campaign, one key factor you should consider is optimising your landing page- the page the user clicks through to from your PPC ad placed with the search engines. By optimising the landing page you are ensuring your website is converting as many PPC visitors as possible and that you are making the very most out of your PPC advertising spend.

PPC advertisers that don't take landing page optimisation into account may be wasting a lot of advertising spend simply because visitors are leaving their website almost immediately after they have clicked through from the search engines. Inexperienced PPC advertisers can sometimes direct all of their visitors to their homepage which forces visitors to search their website for the specific product or service they are looking for. Users these days will not do this - they simply press the 'Back' button straight back to the search engines to find a competitors website that will give them what they're looking for, promptly.

Optimising the Right Landing Page for Conversion

Advertising with PPC programs like Google Adwords gives you a very powerful tool. You have the chance to make campaigns as detailed and targeted as you like. If you have multiple products or services it is possible to group them separately into categorical groups and make your ad text and landing page specific to each product/ service. Removing that extra step needed to purchase your goods or services will make your users all the more likely to convert.

For example, if you're retailing MP3 players, you are more likely to convert a user looking for a 2GB Apple iPod if your Ad text contains the specific product name; such as "Buy 2GB Apple iPod", and they are directed to a landing page that is dedicated to 2GB Apple iPods. A clear title in large type, immediately in view of the visitor when they arrive at your site will show the visitor that they are heading in the right direction.

It is all about presenting consistency to the user across the complete buying process. If you keep the user secure in the mind that you are leading them in the right direction that they want to go, and you are providing them with the service they indeed want, you are more likely to convert your paid visitors.

Once you have selected the right landing page to optimise, it's important that your landing page has undergone usability optimisation. The second your visitors have landed on your site they will begin to make evaluations about whether or not you offer them the service they are looking for. By optimising your landing pages for usability you can ensure your visitors know exactly what service you offer. If you remove the need for the user to figure out how to achieve their (and your) goals on your site, they are more likely to convert.


About The Author:

To find out how to optimise your landing page for usability, how to measure landing page optimisation and how landing page optimisation can positively effect your Google Quality Score, read Optimising Landing Pages For Pay Per Click Part 2

Sayu specialise in pay per click management services. To find out how you can increase your PPC profitability, receive a free tailor-made health check of your current PPC campaign by calling the Sayu Team today on 0800 634 8283 or by visiting http://www.sayu.co.uk/ppc-management.html