Everyone wants to pay the least possible amount for lead acquisition. But only a few pay attention to what actually lowers this cost.
In this post, we’ll discuss one of the major factors that can buy whatsapp number list lower the overall cost of a PPC campaign and boost your ROI – a good PPC landing page.
Paid search landing pages have an average conversion rate of about 2.35% — and the top 10% of these pages have a conversion rate of 11.45% or more.
At a glance, these numbers may appear small. But they can reduce lead acquisition costs from $100 to $20 – $30 per lead.
So, without further ado, let’s learn what PPC landing pages are, look at some high-performing examples, and understand how to build a great one for yourself.
What is a PPC landing page?
A PPC landing page is a single web page created for paid advertising campaigns. It’s where visitors are directed after they click on a pay-per-click ad and is optimized to convert them into leads or customers.
The structure of these pages is highly focused, with clear calls to action and copy that matches the ad’s message. This ensures high relevancy and maximizes conversion rates.
Since there can be a variety of intents for a PPC campaign (from traffic generation to product promotion), there are several types of PPC landing pages. These include:
Lead capture landing pages
Product landing pages
Click-through landing pages
Sales landing pages
Importantly, a PPC landing page cannot combine two different intents. Otherwise, it will lose its relevance and effectiveness.
Why are landing pages vital for PPC campaigns?
Landing pages are vital for every offer you have for your audience.
They help communicate the offer, generate interest, and make sales. It is also worth noting that you need a separate and dedicated landing page for each offer.
If you attempt to combine multiple offers within the same landing page, your influx of leads is likely to decrease by 266%.
Here’s a deeper insight into why dedicated landing pages are vital for PPC campaigns and how they help boost the ROI:
Higher relevance
Dedicated PPC landing pages ensure visitors see content directly related to the ad they clicked. This eliminates distractions and helps guide visitors down the sales funnel smoothly.
For example, consider the ad example below:
The ad on the left matches the landing page on the right
The ad does not match the landing page
Source
If you direct visitors to a generic page (such as a homepage or pricing page) or a PPC landing page with a different intent than the ad, you will lose them and increase the overall costs of your PPC campaign.
On the flip side, creating a focused and specifically designed PPC landing page allows you to make the visitor’s experience more relevant and, thus, high-yielding for your business.
Improved conversion rates
Landing pages for PPC campaigns also boost conversion rates. This is because they contain focused content and clear calls to action. Instead of distracting the visitor, they deliver further information about the hook and win the prospect’s confidence.
This enables PPC landing pages to drive higher conversion rates — turning clicks into valuable leads or customers.
Opportunity for highly personalized messaging
Personalized messaging refers to the dynamic elements of a landing page. These are elements that change as per the user’s input or demographics.
Many reputable landing page builders are making this possible with the help of personalized interactive quizzes and lead magnets.
Personalized quizzes and lead magnets are quickly gaining popularity as high-rewarding components of landing pages. But you cannot incorporate them into your web visitor’s journey if you do not have a standalone, dedicated landing page for your PPC campaign.
Data tracking and analysis
Another reason why landing pages are vital for PPC campaigns is that they can help track and gather essential data about your incoming traffic and the behavior of your target audience. They can help collect:
Traffic sources: PPC landing pages can track which search engines or websites visitors are coming from.
User demographics: They can collect information such as age, gender, location, and interests to help you better understand the demographics of your audience.
Behavior analysis: Landing pages can track user actions, such as clicks, scroll depth, time spent on the page, and form submissions.
Conversion tracking: Data on conversions, such as purchases, sign-ups, or downloads, can be collected to measure the effectiveness of the PPC campaign and optimize conversion rates.
A/B testing results: Landing pages can be used for A/B testing different elements (such as headlines, images, or calls to action) to determine which versions perform better in terms of conversions and user engagement.
This data can help you tweak your campaigns for better performance.
8 Critical components of high-performing PPC landing pages
The following are the eight critical components of high-performing PPC landing pages:
1. Clear and compelling headline
The headline is also known as H1, page title, or header. It is usually at the top of the landing page or above the fold and is the first thing visitors see. Therefore, it should be concise, attention-grabbing, and directly related to the ad’s message.
We recommend crafting it to highlight the main benefit or solution offered. A good example is “Get 50% Off Your First Order”. It communicates the offer and incentivizes action.
2. Concise and persuasive copy
The copy on your PPC landing page should convey the value proposition and encourage action in minimal but impactful words.
You want to emphasize benefits, address pain points, and include a strong call to action (CTA).
Also, use clear language, bullet points, and visual hierarchy to make it easy to read.
For example, consider this copy:
Transform your skin with our natural skincare line. Shop now for radiant results!
It offers a clear benefit and prompts immediate action.
As for the total word count on a landing page, it’s best to keep it between 500-1000. Experts support longer landing pages, but you do not want to bore your readers, confuse them, or lose their interest.
3. Strong call-to-action (CTA)
This can be making a purchase, signing up for a service, filling out a form, or contacting the company.
CTAs are essential for guiding users through the conversion funnel and achieving the desired goal of a campaign.
Here are some PPC landing page CTA best practices:
Match the CTA intent with your landing page’s intent: Make sure what you’re asking people to do matches what your page is about.
Use strong and contrasting button colors: Make your “click here” button easy to see by making it a different color from everything else.
Place the CTA strategically: Put your CTA buttons at the top and bottom of your page and maybe in a few other spots if your page is long.
Make a single, specific request: Only ask people to do one thing, and be clear about what it is.
Use click triggers: Make people more likely to click by using a countdown timer or saying things like “limited time offer” or “only a few left”.
4. Mobile responsiveness
Mobile responsiveness ensures that a landing page is optimized for seamless viewing and interaction across various devices, including smartphones and tablets.
59.43% of the entire web traffic comes from mobile devices. This means if your landing page is not mobile-friendly, you’re missing out on engaging more than half of your target audience.
To ensure this mobile responsiveness, design your PPC landing pages with flexible layouts, scalable images, and touch-friendly elements. These ensure an optimal user experience on smaller screens.
We also recommend testing the page across different devices and screen sizes to ensure compatibility and accessibility for all users.
5. Fast loading speed
Like mobile responsiveness, fast loading speed is essential for keeping visitors engaged and reducing bounce rates. You can optimize the landing page speed by minimizing file sizes, using browser caching, and reducing server response times.
We also recommend compressing images, minimizing HTTP requests, and prioritizing critical content to ensure quick loading, particularly on mobile devices with slower connections.
You want to aim for a loading time of under three seconds to provide a seamless browsing experience and improve overall performance and user satisfaction.
6. Relevant images and media
Videos and images can boost the effectiveness of a landing page significantly. In fact, adding videos has been shown to increase conversions by 86%.
But make sure to choose high-quality and relevant media that resonate with the target audience and complement the intent of the ad. In fact, make sure the visual used in the ad is also present on the landing page. Similarly, the branding style employed on the PPC ad should also be present on the PPC landing page.
You can use additional visuals that showcase product features, demonstrate benefits, or evoke emotions related to the offer. Just make sure they are optimized for fast loading and mobile responsiveness.
7. Trust indicators
Trust indicators are elements that instill confidence and credibility in the minds of visitors. They include
Social proof in the form of customer testimonials
Reviews
Trust badges
Security seals
Industry certifications
User ratings
Case studies
Social media sharing buttons
These help establish trust, showcase positive experiences, and validate the quality of your products or services, reducing friction and increasing conversion rates on your landing page.
8. A/B testing
A/B testing – also known as split testing — isn’t a structural component of a PPC landing page. But it can help you improve conversion.
It involves comparing two versions of the landing page to determine which one performs better in terms of achieving the desired goal.
You’ll have to create two landing page versions with a single differing element, such as a different headline, call-to-action button, or image.
Avoid changing more than one element at a time. Then, run both versions simultaneously and track key metrics to identify the variation that yields the best results.
5 Steps to build a winning PPC landing page
Already excited to build a PPC landing page? Here’s a step-by-step guide on how to build a winner:
Step 1: Select an effective landing page builder
A landing page builder allows you to create and customize landing pages without the need for coding or technical expertise. These platforms typically offer drag-and-drop interfaces, pre-designed templates, and various other features to design, optimize, and publish landing pages quickly and easily.
When choosing a landing page builder, it’s essential to consider factors such as:
Ease of use
Customization options
Integrations with other marketing tools
Pricing
There are several types of landing page builders available, including standalone platforms, website builders with landing page capabilities, as well as email marketing platforms with built-in landing page builders.
We recommend browsing our guide on the 10 best landing page builders for more detailed insights. Also, if you want to generate landing pages faster with generative AI and want to do a minimal amount of manual work, make sure to check our list of the best AI landing page builders.
But if you haven’t got the time to go into detail, try the GetResponse landing page creator. The tool is completely free, with a user-friendly interface, AI builder, extensive template library, and robust features to help you build PPC landing pages that convert.
With GetResponse’s drag-and-drop editor, you can easily customize landing pages to match your brand identity and campaign objectives. The platform also offers built-in A/B testing, analytics, and conversion tracking tools to optimize landing page performance.
Plus, GetResponse’s integration with its PPC ads creator, email marketing software, and automation features makes it a comprehensive solution for managing PPC campaigns and nurturing leads effectively.
Step 2: Opt for a captivating landing page template
Once you’ve selected your landing page builder, it’s time to choose a captivating template that aligns with your campaign goals and target audience. Some tips for choosing a good landing page template are as follows:
Choose a template that allows easy customization to reflect your brand identity, including colors, fonts, and imagery.
Look for templates that incorporate key conversion elements, such as prominent CTAs, trust indicators (testimonials and trust badges), and catchy typography.
Ensure the template is mobile-responsive and displays well on various devices and screen sizes.
Ensure the template has a clean and uncluttered design.
If you choose GetResponse, you’ll find a wide range of professionally designed templates that align with the PPC landing page best practices given above.
Step 3: Add engaging content
Next, fill up your landing page with compelling content that captures visitors’ attention and persuades them to convert. Craft a clear and concise headline that communicates your value proposition, followed by a persuasive copy that highlights the benefits of your offer.
Incorporate eye-catching visuals (such as images or videos) to enhance engagement and reinforce your message.
End with a strong call-to-action to prompt visitors to take the desired action.
Step 4: Choose a domain name and hosting provider
Before publishing your landing page, you’ll need to choose a domain name and hosting provider to make it accessible online. Select a domain name that is relevant to your offer and easy to remember.
Good landing page builders like GetResponse offer built-in hosting for your landing pages, eliminating the need for external hosting providers. Simply choose a subdomain or connect your custom domain to publish your landing page easily.
Step 5: Preview and publish your landing page
Once you’ve finalized your landing page design and content, preview it to ensure everything looks and functions as intended. Test your landing page across different devices and browsers to ensure compatibility and responsiveness.
Once you’re satisfied with the results, hit the publish button to make your landing page live and start driving traffic to it through your PPC campaign.
