At iformat, we don’t just perform search engine optimisation in Melbourne – we also help Melbourne businesses out with a wide range of digital services and strategies.
One of these is pay-per-click advertising, or PPC.
PPC advertising can be a cost-effective way of generating immediate leads and making conversions. When employed alongside other digital strategies, it can be an effective way of bringing in more customers to your business.
Of course, as with anything in digital marketing, PPC needs to be done properly if you want to get these types of results!
First, a quick recap: what does PPC involve exactly?
Whether it’s on a Google search or your favourite social media platform, you’ve probably seen PPC advertisements before.
Search engines like Google present ads at the top of the results page, usually with a small green icon indicating that it’s an ad, and not an organic result. Social media platforms like Facebook operate similarly.
Click on the ad, and you’ll be taken to the owner’s website (read: you).
Everytime someone clicks on the advertisement, the owner of the advertisement has to pay a fee (the cost per click, or CPC) which is automatically calculated by a range of factors.
It’s this feature that makes PPC campaigns so much more cost-effective for smaller businesses than billboards, banner ads, or newspaper ads. Additionally, your PPC campaign will also be backed up by analytics and data, giving you unprecedented insight into how your ads are performing.
Of course, as with any other marketing strategy, there’s a lot that goes into a “good” PPC campaign – chief among them, an effective landing page
What is a landing page, and what role does it play in your PPC campaign?
If you want to get technical, a landing page is any page that serves as an entry point to your website for visitors.
When it comes to PPC Melbourne specifically however, a landing page is a single, specially-created webpage that is used for one specific reason: to take visitors from PPC campaigns and turn them into paying customers.
“Do I really need a unique web page for my PPC campaign?”
Long story short, yes, definitely.
Think of it this way: the landing page is where you are going to convert visitors from. Its job is to take people who are in the market or looking for a specific product, service or promotion, and “selling” your business as the solution.
When it comes to making conversions, it’s the landing page that’s doing all the heavy lifting.
The homepage, on the other hand, is a navigation point. It’s a hub, not a sales tool.
While a good website can also help make conversions and generate leads (that’s what our SEO experts specialise in, after all), a landing page is much more focused, sending visitors directly to what they’re looking for.
What makes a good landing page?
It’s tailored for the ad
We touched on this above, but honestly, this point is so important, it warrants talking about again!
Many first-timers redirect PPC ads to their website homepage, essentially using that as their landing page.
This isn’t ideal.
That’s because the best PPC campaigns create unique ads for different products or services. This allows for more effective targeting – you can target specific searches now, or specific social media users.
A side-effect of this is that anyone who clicks on one of your ads will be looking for the product, service or promotion mentioned in the ad. If your ad highlights a 10% discount, that’s probably what people who click are looking for.
How are they supposed to find that information from your homepage?
With a custom page, you can put the unique information front and centre.
For example, one of our clients recently wanted to push a discount for first-time appointments. A custom landing page allowed us to push the discount front-and-centre, with unique copy and a special video filmed just for that deal.
A good landing page is straightforward and clutter-free
You’ve only got a couple of seconds to “grab” a person who’s clicked on one of your PPC ads. As such, your landing pages should be punchy, and need to get to the point immediately.
Landing pages need to short and to-the-point compared to your other pages. This is because landing pages have very specific goals – extra information that might distract visitors and prevent them from converting.
That means text needs to be kept to a minimum, and benefits clearly stated up-front.
It’s also important that your call to action (CTA) buttons and application forms are prominently located at the top of the page.
They have a specific goal
It could be a phone call. It could be signing up for a seminar. It could be making a purchase (it’s usually this one).
Whatever it is, each PPC campaign has a goal.
Good landing pages are optimised around achieving that goal, and encouraging people to do whatever it is your goal is.
Say the goal is to subscribe to a newsletter. At this point, people don’t need to know about your history, or your certifications. Visitors only need to hear about the newsletter: what it’s about and why they should read it.
Home in on:
- The newsletter’s unique value proposition
- A quick summary of what’s inside
- What readers will learn by reading the newsletter
All the language needs to be geared towards that newsletter, as should all the multimedia elements like video.
iformat creates landing pages that WORK
Want to increase sales and leads? Call iformat for PPC and search engine optimisation in Melbourne
PPC campaigns can be a powerful tool for making conversions… provided that they’re executed properly, of course!
Good landing pages are just one part of what makes a good campaign – there are countless other things you’ll want to think about.
Keeping tabs on each of them can be difficult. Luckily, there are agencies out there that specialise in looking after this sort of thing, such as iformat.
In addition to search engine optimisation, our Melbourne team also help our clients get phone calls using PPC campaigns.
Unlike other agencies, our PPC campaigns are based off an understanding of what your business. We figure out what results you want, as well as what your customers are looking for.
Armed with this knowledge, we create targeted PPC campaigns that get you more business.
If you’re looking to increase the sales and leads from your website or create an effective PPC campaign, click here to get in contact with us.
You can give our team a call on 1300 88 64 50 to talk about your needs.