Question: Do landing pages make a difference in pay per click? The overwhelming answer is YES!
One question a lot of potential clients don’t ask when discussing pay per click is where the visitor will be sent to once they click on an ad. At some point during the initial discussion with a prospect we will ask the question where would you send the visitors your ppc campaign is going to generate. Usually a blank look comes over their face or worse they light up and say our homepage! The truth is a good landing page can be the difference between success and failure.
While sending visitors to your homepage might make sense to some the fact is targeting keywords to ads to landing page is the simple formula one should use. Using this easy method should make one figure out quickly that a homepage is typically not targeted to one keyword group but instead an inner page or even better a custom landing page makes more sense.
Recently we took on a client who had used pay per click as the primary source to drive leads for his company that sells leads to real estate agents. While he was happy with his ROI, something told him he could do better and after reviewing his account we agreed.
Once our initial review was complete the client actually graded out pretty high for properly using most of the tools and best practices in his campaigns however we found he was sending his traffic to pages that although they were location specific (a Dallas page, a Plano page, etc.) they really didn’t focus the visitor to complete an action and overall were too cluttered with text and navigation choices.
Once we made a few changes to the campaigns themselves (shoring up some bidding options, match types and extensions) we developed a landing page that was dynamically keyword targeted and focused the visitor on conversion options. While the client was very hesitant upon first viewing the new landing page as it didn’t “look” like his site after 30 days once he saw his results he became a customer for life!
Here are the results compared to the last full month using his old landing pages.
Campaign report (Nov 1, 2015-Nov 30, 2015. Compare to: Sep 1, 2015-Sep 30, 2015.)
|Avg. CPC (Change %)||-3.13%|
|Click conversion rate|
|Click conversion rate (Change %)||30.10%|
|Cost / all conv.|
|Cost / all conv. (Change %)||-32.21%|
If you would like to save money and increase conversions contact us today!