Are you running an holiday-oriented online PPC and Website marketing plan? When your potential customers click on your ads, where do they go? Do they land on a page that relates to the original ad? That may seem like a strange question, but believe it or not, two-thirds of advertisers aren’t making sure that there is a connection between holiday ads and the landing page that most effectively will guarantee a conversion.
That’s what a recent study from CrownPeak reports. It’s all too common for a company’s Website marketing plan to have its online PPC ads direct consumers to landing pages that contain absolutely no reference to the aforementioned online ad. Some ads even led to landing pages that offered a completely different product or service.
According to CrownPeak CEO Jim Howard, the goal of the study was to find out how accurate holiday marketers had structured their PPC ad campaigns. The results suggest that many online marketers are leaving out an important step in their online marketing plan.
Some studies show that structuring a PPC ad that links to a relevant landing page can boost conversions by up to 40%. And by linking ad campaigns to targeted landing pages, online marketers and retailers are not just likely to see a significant boost in their conversion rate, but they’ll also be able to track sales more accurately. But linking PPC ads to relevant landing pages isn’t just helpful for online marketers—it helps consumers as well. Landing pages that relate to a PPC ad offer convenient and pleasurable shopping experience.
So how can you create the best, most appropriate landing page for your PPC ads and Website marketing plan? Here are three quick tips.
- Keep the product names and descriptions consistent from PPC ad to landing page, so consumers will be sure that they’ve landed in the right place.
- Reinforce the offer and the call to action on the landing page.
- On the landing page, include links to other relevant parts of the Website, including the home page.
