Landing pages, or as Hubspot would call them, “lead-capture pages,” are an effective way to get the most out of your digital marketing campaigns.
The more relevant the creative, ad copy, keywords, and landing pages are, the more successful a campaign will be.
Creating generic ads that link to a website’s homepage can be a costly mistake. By using a variety of ad creatives and landing pages, marketers are able to test messaging, measure results and optimize accordingly.
Here are five ways to increase the ROI of a digital marketing campaign by using landing pages instead of a website’s homepage.
Target Customers with Relevant Keywords
Customers are drawn to search ads that are most similar and relevant to their keyword search. When creating targeted search ads, use headlines rich in keywords that describe your business and what you have to offer.
Group keywords into themes or products for specific ad groups, but don’t stop there. The landing page needs to be just as relevant with the same keywords and a seamless connection from the ads. Start by establishing a strong list of keywords, then write the product and service descriptions on the landing pages.
Create different versions of the ads and landing pages. In general, 3-5 versions in each ad group is a good place to start. Google Ads will automatically start showing the best performing ads by default. Home pages can be cluttered with various topics, products, and services. Outperform the competition by using various landing pages with relevant keywords, offers, and headlines with a powerful call-to-action.
Click-Through Rate (CTR)
Google Ads is a pay-per-click model, which means Google doesn’t get paid unless the ads get clicks. The better a campaign performs in terms of CTR the more likely Google will feature that advertiser in a prominent, high-performing position. High CTRs are the result of a well-orchestrated campaign that takes the consumer journey into account with relevant keywords and ad copy.
Google also pays close attention to the click-through URL and the relevance of the landing page. Ad performance can quickly be measured by seeing which ads are clicked on most often, generate the most conversions, best conversion rates, and bring in conversions at the lowest cost. Ads should link to special landing pages instead of a home page.
Calls to Action and Conversions
Whether it’s email, paid social, display or Google Ads, the more specific the call to action the better chance of a conversion. By choosing the right action phrase, your business can avoid having to pay for impressions and clicks that are less likely to result in sales.
A good landing page will have a very clear call to action. It could be a request to “call now,” “schedule an appointment,” “request a demo,” or “purchase online.” Landing pages are easy to update and allow you to experiment with various call-to-action phrases, layouts, colors, and formats.
Turn Clicks into Customers with an Optimized Landing Page
The landing page isn’t about your business. It is about customers who are searching for some type of benefit. The landing page is often the first experience customers have with your business or brand so it is important that the look and feel of the ad, keywords, and landing page are consistent with each other.
For example, if the keyword was fitness club and the ad promised new club members 20% off for their first month, then customers should be able to find information about the fitness club location and the 20% offer for new members on the landing page.
The landing page should also correspond with the call to action. Instead of offering a discount, the fitness club offered customers a CTA to sign up for a “Free Tour” of their new fitness club location. The landing page would feature a sign-up form for the free tour.
The connection between the ad and landing page is the bridge between a potential customer and a purchase.
Is Your Landing Page Easy to Navigate?
Customers should not have to hunt for the information they are looking for. Use this checklist to ensure your landing page has easy navigation:
• Overall, the landing page should have a clean design
• The copy from the headline on the landing page should answer the CTA
• Put important information at the top of the landing page
• Provide useful content with relevant keywords
• Make it easy for customers to perform the CTA (order a product, submit an inquiry, call today)
• Keep forms short or in line with the offer
• Mobile friendly
• Include social media icons for sharing
If you are unsure how to accomplish this for your business, contact Dream Local Digital and let our marketing strategist team help you with all digital marketing needs.