PPC Campaign and its Importance for Landing Pages
Did you know that recent research reveals that the advertising money consumed in 9 of every 20 keywords is wasted? This is according to an audit by AdWord which translated means almost 50% of your advertising or PPC budget could be going down the drain and you will have a very difficult time getting higher traffic to your landing pages.
For those who are new to PPC, this means Pay-Per-Click or the money you send to get people to click on your ads. It’s another alternative to organic marketing and can be easier because you’re essentially buying traffic by putting your ads on high profile websites like Google or Amazon.
Why PPC for Landing Pages?
Paid traffic from PPC campaigns is just as valuable as any other. In addition, it takes less effort in the sense that you don’t run the site where your ads comes out. You just pay for clicks on your ads. Many folks believe that subtle ads from organic traffic is better because it is less “in-your-face” kind of advertising. Yet over 87% of Internet users are using the Internet to find something other than information on products or services. In addition, almost 50% of users don’t know the difference between paid and organic searches. To tap into your market though, you need to run great PPC ads to be able to generate the kind of results you are now dreaming of.
First, make sure the ad will direct the visitor to a landing page that is optimized and well-planned. First impressions DO count and you can consider your PPC ad as part of the first impression you make.
Second, PPC results have a higher chance of converting to a sale. They clicked on your ad because they are either intrigued or in search of a product or service. Many PPC ads lead visitors to a Home Page instead of a landing page – and this is a fatal error because it delays the process and could cause the visitor to become disinterested and unwilling to browse through your entire site.
Finally, your PPC headline should follow the same theme as your landing page. This is known as message matching. The reason you need to do this is because it reassures the visitor that they are in the right place. In addition, you want to make things as easy as possible for the visitor to get the information quickly, when interest is at its peak.