Outside of the PPC advertising world (and sometimes in the advertising world) we can get confused about what type of landing page should be used. Should the landing page be filled with information and free online downloads and/or advice? Or should a landing page focus on a simple message with bold bullet points that briefly explain why we are the best in our industry?
From our perspective, it all depends on where your digital PPC ad is placed. A digital PPC ad that is placed on Google’s content network should be directed to a passive landing page and provide as much informative information as possible. The searcher reached your landing page not because they were searching for it, but because you snuck up on them in the content network and your ad looked “fairly” appealing. In this scenario, your landing page should give the searcher a reason to continue thinking about your product or service. Suggestions on a passive landing page can be a free eBook, free online tools or 10 important points about your particular industry.
The Google search network is an entirely different animal. PPC Ads in the search network are directed at people who are actively searching for your product or service. Once they perform a search that includes your keyword and click on your ad, they are much more likely to convert. With this in mind, the landing page should make it as easy as possible for these people to convert into a lead. Make sure to be bold and brash on these landing pages. Tell the potential client exactly what you can do for them and why you can be trusted with their business. Make it easier for them to convert on your landing page than to close it out. The path of least resistance is key. A big bold phone number in the upper right of your landing page and a 3-4 line “Contact Us” form above the fold are absolute “must haves”. The easier it is for searchers to convert, the more conversions you will see.
The point: Both passive and active landing pages are necessary. It simply depends on where you are placing your PPC ads.
For more information, contact Tony or Troy at 303-975-2810 or 877-584-3772 (for our out of town friends).