- Unicorn Growth Strategies
- PPC Landing Page Best Practices
PPC Landing Page Best Practices
Well well well.
Hello to every unicorn in the galaxy.
Today we’re talking about PPC landing pages.
It’s incredible how much ROI people leave on the table.
Google tells you where you suck:
Landing page relevance
Profit can be gained by simply spending the time and effort to follow the guidelines.
In the case of landing pages, it’s all about increasing the relevance of your page to the searcher’s intent (in ways that google can understand).
This will not only increase your conversion rate, but often increases your quality score, leading to a double cost reduction (and more profit for you).
Here’s a basic summary of Quality Score. Feel free to skip if this is old hat.
Quality Score is a metric used in Google Ads that indicates how relevant and useful your ads and landing pages are to searchers. It ranges from 1 to 10, with 10 being the highest quality. Google uses the Quality Score to determine your ad rank and the cost-per-click you will pay. The higher your quality score, the better ad rank and lower CPCs you will receive.
If you need a primer on how to increase your quality score, that link is for you.
Now let’s get to today’s growth strategy: PPC Landing Page Best Practices
Table of Contents:
PPC landing page best practices:
I’ve divided these into 3 categories:
Lastly, we’ll go through some FAQs to give you further clarity to build these LPs.
Use a simple design
Stick to a clean design with appropriate white space between sections
Aim for readability, skimmability and clarity
Structure the page to naturally direct attention to the important elements for conversion
Remove on-page distractions
Get rid of site header navigation, sidebars, footers and unnecessary columns
Everything visible should support the targeted conversion path
Avoid links that enable users to leave the page. Links should only enhance the conversion journey.
Reduce choices: too many options leads to fatigue
Optimize page speed & device compatibility
Use a responsive template that auto-adjusts for smaller screens
Optimize and compress images
Minify CSS and JS files
Implement browser caching
Choose lightweight fonts and eliminate render-blocking elements
Create dedicated landing pages
Every PPC campaign, ad group or keyword should have its own tailored landing page aligned to the specific offer or value proposition (depending on search volume and your level of obsession with profits)
Align ad copy with headline, images and CTA
Consistent messaging brings clarity to your offer
Mismatched messages confuse people and detract from persuasion
Appeal to both emotional and logical reasoning
Match messaging with visitor search intent
Classify intent as informational, commercial, transactional etc.
Echo the identified search intent through relevant page messaging addressing underlying needs
Matching intent builds credibility and relevance and shows the user you understand and can solve their problem.
Boost engagement with relevant visuals
Use images, infographics, videos that show the value of the product/service value
Reinforce the main value proposition with visual representations
Visuals can effectively grab attention and convey brand stories
Test subtle urgency signals to encourage action
Use implied urgency instead of overt pressure tactics
Appeal to loss aversion by highlighting benefits missed by delaying
Signal trust with testimonials and security badges
Build credibility through testimonials, secure payment badges, certifications etc.
Social proof and indicators of legitimacy reduce doubts and hesitation
Use SEO On-Page Practices to Increase Relevance
Use your page title, meta description and header tags in a way that shows Google your page is solving the searcher’s problem
As with SEO, Google will crawl your landing page to assess its perceived relevance
This will naturally increase the user’s perception of relevance
Full guide to on-page SEO best practices here
Use an intuitive interface that follows the general conventions of your industry (not sure what your industry’s conventions are? Spend 5 minutes clicking on big brands in the paid search results)
Offer guarantees to minimize or eliminate risk to the consumer
Address common concerns preemptively
Add FAQs to answer objections
Directly tackle potential objections and concerns through FAQs
Transparent elaboration of policies, processes, pricing dispels doubt
Try offering alternate communication methods
Got a phone number? Try including it on the page
Have a customer service email? Try including it on the page
Chatbots are the rage. Most suck but you never know…
Balance page length based on offer complexity
Assess the familiarity level, cost, and effort associated with conversion
Higher complexity and lower awareness requires elaborating to educate and guide
Optimizing information sufficiency reduces false drop-offs while sustaining relevance
Important Questions to Consider (FAQs)
What is the goal of my landing page?
This determines design.
Your landing page goal should match your ad campaign objective.
Lead gen pages have simple messaging, focus on capturing contact info, and incentivize opt-ins.
Sales pages highlight products/services, have dynamic visuals, emphasize value, and push for conversions.
Should I use my main website or build a dedicated landing page?
Dedicated landing pages focus on one conversion goal and eliminate distractions.
Single-purpose pages will generally convert at a higher rate and get a higher quality score because they are tailored to the search intent of the searcher.
How can I make the design and messaging relevant to my target audience?
Do audience research to understand demographics, pain points, motivations and buying triggers.
Use research to inform your messaging and address the audience's needs and pain points.
Write copy in the audience’s language. Use phrases and terminology they can relate to.
Use images and video specifically tailored to their demographic and needs
How do I focus the page on a single, clear call-to-action?
Identify the one conversion action you want visitors to take and make it the hero CTA using contrasting colors, shapes and placement.
Remove any secondary CTAs and avoid confusing menus or navigation.
Use copy and design techniques to guide visitors to the CTA.
What is the most effective way to build trust and credibility on the page?
Show reviews and testimonials from real, happy customers
Include the most badass guarantee you can afford (eliminate risk)
Don’t use a crappy website
How much information should my page contain? More or less text and visuals?
Avoid text-heavy pages, but include enough info to inform and persuade visitors.
Supplement copy with supporting visuals like product images, charts, etc.
Find the right balance through testing - some verticals/products require more detailed explanations.
Consider structuring content by emotional then logical benefits
Put non-critical info in secondary page sections.
Should I use a long or short form on the landing page? What information should it collect?
A bunch of idiotic boilerplate advice is out there about forms.
Don’t trust it. Test it.
Depending on your business you may want fewer, higher quality leads.
Depending on your business, longer forms may converter at a higher rate.
Generally speaking, only collect info that’s critical to contacting the visitor and continuing their journey through your funnel.
What is the right balance between simplicity and engaging design? How minimal or flashy should it be?
A simple, focused page is less confusing and focuses attention on critical elements. But you need some degree of visual appeal and professionalism.
Test minimalist pages against more visually rich designs to find the right balance for maximizing conversions.
How can I make the page intuitive and easy to navigate?
Use clear, descriptive headers and a logical content flow moving visitors down the page.
Include navigation aids and prominent CTAs.
On long pages, add buttons to jump between sections and a sticky header with CTA. Format content in short, scannable paragraphs, lists and blocks.
These won’t always work, but are worth testing.
How do I eliminate distractions from the page to maintain focus?
Remove main site navigation, sidebars, excessive ads or widgets, and any links not directly related to the conversion goal.
Disable pop-ups and auto-playing media.
Use a simple color scheme and avoid cluttered layouts.
Keep pages focused on one purpose without tangents.
What kind of incentive or offer would be most enticing for my target audience?
Common offers provide real value tailored to your audience’s interests.
This could be a coupon, discount, free trial, consultation, sample, downloadable content, etc.
Make sure you can actually deliver on the incentive.
Test different options.
How should I match landing page messaging with my ad copy?
Ensure continuity by featuring the same keywords, phrases, value proposition, and calls-to-action.
Repurpose the ad's headlines and description text on the landing page. Maintain the same offer and theme.
Consistent messaging builds trust and relevance.
What metrics should I track to determine landing page effectiveness?
You’re generally best served by optimizing toward a revenue or profit metric such as revenue per visit, cost per lead / sale, return on ad spend (ROAS), etc.
Should I A/B test different page elements? Which ones impact conversions most?
Yes, continually test elements like headlines, copy, layouts, images, offers, and calls-to-action.
Use different tests to isolate the impact of each element.
Most people want to test designs, but often the words themselves impact conversions the most (your headline, CTA etc.).
That’s all I got for now on PPC landing pages.
Keep in mind that in marketing there are no absolutes or rules.
Best practices won’t always perform the best.
I hope this helps you on your growth journey.
PS - what marketing challenge has got you frustrated these days? I want to hear from you…