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Are you complaining that you’re not getting enough conversions? Are you pointing the ‘blame finger’ at AdWords for delivering poor traffic? Or just scratching your head in search of the answer? Well it’s time to look closer to home, because quite often the issue is with your landing pages and not with the channel delivering traffic to them.
“If you look at a good PPC account and it’s not converting, in 99% of cases, the landing page is the problem” Brad Geddes.
A bespoke PPC landing page is specifically crafted for a campaign in your PPC account based on the action you want the user to take when they get to the page (sign-up, download, trial, purchase). It’s a clear and simple page that demonstrates the service or product in relation to the keywords the user has just searched with, so that they are compelled to complete the desired action on the page. Here’s a pretty nice example from WordStream:
The ad that sent me to this page was:
Using this landing page as an example, and looking at other PPC landing page best practices, this post will provide you with some handy tips and tricks for getting the most out of your lead generation PPC landing pages.
Continuity from your keyword and ad to your landing page is really important, not just to please AdWords Quality Score algorithm, but also to please your visitors. There’s nothing more frustrating than searching and clicking an ad only to be lead to a page which doesn’t really answer your question or offer the service you thought it would.
Some nice ways to create continuity from your keywords, ads and landing page are:
Building a page that makes the user trust your brand is essential if you want them to provide their information. Here are some top tips for building trust within your PPC landing page:
Everything on your landing page that is deliberately put there to drive the conversion is a distraction:
Another thing that sounds obvious, but the context and position of your user in the buying cycle is fundamental to a successful landing page:
These tips are more general, but they have been proven to make PPC landing pages more effective:
If you’d like your PPC account to start delivering you more conversions then bespoke PPC landing pages is a great place to start. Get in touch to see how we can help your PPC account and landing pages reach their full potential.
Airbus A380 via BigStock
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.
When it comes to building a content marketing campaign, it can be difficult to know where to start. You may have an initial idea but bringing it to life and getting your message seen are always harder than initially thought.