Too often, business owners forget that landing pages and ad campaigns should coordinate well. These tips will help!
Do you run Google AdWords, Facebook Ads or some other kind of paid advertising? Many online business owners do, and for good reason – a sharp increase in sales and traffic. Merchants are lining up to pay high volume sites to direct traffic to their designated landing pages. If you’ve launched an ad campaign with one of the major players and things don’t seem to be working out, you probably need to check and make sure you’ve created landing pages and ad campaigns that work together.
According to Statista.com, in 2014, Google’s ad revenue amounted to almost 59.06 billion US dollars, or for 89.5 percent of their total revenues.
Here’s what to watch for when creating landing pages and ad campaigns that are meant to work together.
Solid Link – If you’re not seeing an upswing in sales or traffic after you’ve launched a paid ad campaign, be sure to check that the landing page is correctly linked to the ad network. This is a simple and quick process that just requires you to find your ad and click on it. The click should direct you to your chosen landing page quickly and efficiently. If it does not, fix the broken link in the promotion so the traffic it generates actually makes it to your website.
Professional Looking Landing Page – Research by Litmus shows that you only have 4 seconds to grab an online shopper’s attention. This means that in about 3 seconds, most online browsers are already making the decision to shop or drop your online store. If you have an excessively high bounce rate and slow sales, you may need to work on the professional polish and appeal of your landing pages and ad campaigns. This includes giving your site an updated and trustworthy look. It also means your pages must have a logical flow that’s not too complicated or cluttered.
It’s also important to understand the difference between a landing page and a squeeze page and line your paid promotions up accordingly. A landing page is designed to make a sale. A squeeze page is created if you are just looking to collect information. Decide which route you’d like to take and then plan and design accordingly.
Relevance – Does the powerful message in your landing pages and ad campaigns match what users find when they arrive on the linked page? Too often, online merchants forget to sync up this important flow of information. If “Sally” clicks on an FB ad that is promoting a ‘buy one get one free’ special, she’ll be pretty confused to land on a front page that doesn’t mention the sale at all.
In order to build a landing page that delivers a high conversion rate, you need to be sure your content is in line with the ad it’s linked to. And keep it brief. This landing page should be built for conversion meaning you only give the customer enough information to generate the lead or sale. Let me repeat, a landing page that converts gives no more or less information necessary to make the sale or generate a lead.
That said, there are key points to crafting a successful landing page. Here are some of the main ones:
- A fierce, attention-grabbing headline – this one is self-explanatory.
- An appealing sub headline – the sub header is meant to support the headline and give more information.
- Pictures or video that draw the visitor in – something about a thousand words should go here…
- “The Goods” – aka the content which delivers a brief explanation of benefits.
- The Pain vs Pleasure Argument – a quick reminder of what can be gained or lost with immediate action.
- The Call-to-Action – create an easy-to-find button that supports a click-thru to your website.
- Misc Info – brief insights on popular products, customer reviews or something unique to your business.
- A Page Fold – this division should be designed with small screens and mobile tablets in mind.
- All relevant links and closing information – this is a great spot for mandatory information.
Keep in mind that no two landing pages should look alike. They all have individual elements as they are all looking to appeal to a different audience, with different products and services. With that in mind, check-out the infographic that we have embedded at the bottom of this article.
Clear Call-to-Actions – Before you even begin to design an efficient call-to-actions, there are a few important questions to ask yourself. These include:
- What do action do I want my audience to complete?
- How can I make clear, what I want them to do?
- What will be gained from this call-to-action?
As with the landing page itself, there are many elements that go into a good call-to-action button. You need to think over the format (whether it is text or image based), the clarity of the content, the size and color (needs to draw attention while not being garish), the placement, and the frequency of placements. Make a couple of call-to-action buttons and be sure to test the results with A/B testing to see which styles work better with your specific audience.
Conversion Tracking System – After all of these checks, is your ad campaign successful? Not all will be and if you find yourself with an advertising attempt that’s falling flat, it may be time to re-evaluate the messages you’re working with. You are sending more than one ad message out, right? You need to send at least two so that you can track and compare the success rates of each different wording attempt. Though it seems crazy to some experienced eCommerce business owners, Wordstream.com reports that about help of all AdWords accounts don’t have conversion tracking set-up. How can you know if your strategies are solid, if you have no way to track the success rate? Please don’t make the mistake that 50% of online merchants do – set-up a conversion tracking system on all ad campaigns!
Paid advertising can bring a steady stream of quality traffic to your site, increasing sales, leads and your overall success. If you’re attempting ad campaigns that are unsuccessful and you’re wondering where you went wrong, run through our checklist to find the solution.
Curious which ad campaign will work best for you? Check-out WishPond’s cool infographic on Good AdWords vs Facebook Ads.
Have you found success or failures in creating landing pages and ad campaigns that work together? We’d love to hear your stories in the comments below.