6 PPC Landing Page Best Practices and Examples
When it comes to Pay-Per-Click (PPC) advertising and landing page design, it's critical to focus on elements that can maximize conversions while also aligning with the specific goals of your advertising campaigns.
In this article, we'll look at the key practices that can help you improve the effectiveness of your landing pages when running PPC ad campaigns.
PPC Landing Page Best Practices
Implementing PPC landing page best practices involves six key strategies:
Use dynamic keyword insertion
Use social proof and trust signals
Add interactive elements and personalized CTAs
Conduct A/B testing beyond conventional metrics
Ensure compliance with industry regulations
Employ industry-specific jargon and language
1. Dynamic Keyword Insertion
Its goal is to make your ads and landing pages more personalized and relevant to individual users.
Dynamic keyword insertion is a smart technique that tailors your ads and landing pages to match what a user is searching for, creating a personalized experience.
According to Wordstream, a study found that adding dynamic keywords to a PPC landing page boosted the number of people clicking on the page by 45%.
To make it work effectively, it's important to ensure that the content on the landing page closely matches the promises made in the ad copy to maintain a smooth user journey.
For example, if you incorporate dynamic keyword insertion and people search for a dark chocolate bar, sugar-free chocolate, or gourmet chocolate truffles, your ad could look like this:
2. Leveraging Social Proof and Trust Signals
This strategy is about using evidence to build trust and credibility with your landing page visitors or potential customers.
It's all about showing them that other people have had positive experiences with your product or service, which can make them more likely to trust and choose your brand.
This can be through certifications, awards, positive reviews from customers, or endorsements from industry influencers.
According to Invesp, research shows that when a business has great reviews shown on its website, customers are willing to spend 31% more, and 72% are more likely to trust the business.
When potential customers see these signals, they're more likely to trust your brand and feel confident in choosing your products or services.
For example, Couture USA is showing its customer reviews on its e-commerce website.
3. Interactive Elements and Personalized CTAs
This strategy involves making your landing page more engaging and persuasive to encourage visitors to take specific actions, such as making a purchase or signing up for a newsletter.
You can incorporate interactive elements for user engagement. These are like tools or features on your landing page that visitors can actively engage with.
These elements provide a more engaging and personalized experience, as visitors actively participate in finding solutions or information.
Some examples of interactive elements that can be incorporated into a landing page are the following:
Animations
Videos and Image Galleries
Quizzes and Surveys
Hover States
Social Sharing
Creating compelling and specific calls-to-action includes creating buttons or messages that encourage visitors to take action, such as booking a call, in a way that is appealing and relevant to your business.
According to HubSpot, when you use personalized call-to-action buttons on a PPC landing page, they work 202% better than regular ones.
For example, Toggl is a time-tracking app with a cool website design, featuring interactive elements and creative animations and a clean layout that loads content as you scroll.
4. A/B Testing Beyond Conventional Metrics
This means expanding the scope of your A/B tests to measure outcomes that are more specific and relevant to your business or industry, beyond just click-through rates.
You achieve this by considering metrics like lead quality or product inquiries.
Additionally, you can use heatmaps and user behavior analysis to gain a deeper understanding of how users engage with your landing page, enabling you to make more informed decisions to improve your site's performance.
Heatmaps include scroll maps, click maps, and move maps, each serving a unique purpose that can help you analyze your landing page and product performance.
These are as follows:
4.1. Scroll Maps. It shows you where most people look on a webpage by using colors. Red areas mean more people see that part.
4.2. Click Maps. Click maps track where people click on desktop and tap on mobile (called touch heatmaps). Red, orange, and yellow areas show the most clicked or tapped elements.
4.3. Move Maps. Move maps show where desktop users move their mouse on a page, indicating where they might be looking based on a correlation between mouse movement and attention.
5. Adherence to Industry Regulations and Compliance
This strategy involves making sure that your landing pages and the content they contain comply with the specific rules and legal standards that apply to your industry.
According to Apexure, landing page compliance involves aligning landing pages with legal, data privacy, accessibility, and advertising standards.
This includes incorporating disclaimers and trust signals on your pages to show that you are operating in a lawful and trustworthy manner, which can increase confidence among your landing page visitors and potential customers.
Here are some examples of trust signals that you can use:
Social media links
Customer testimonials
Product reviews
Privacy and security trust marks
Contact information and support
HubSpot, for example, displays which companies trust them and how many customers they have or have had to demonstrate why they are trustworthy.
6. Leveraging Industry Jargon and Language
This strategy involves using the specialized words, phrases, and terminology that are commonly used within a specific industry or field.
It's about tailoring your communication to your target audience's familiarity with industry-specific language.
Additionally, finding the right balance between demonstrating your industry knowledge and maintaining clarity in your communication helps you connect with your audience on a deeper level and positions your brand as an authority within your industry.
According to Host Advice, incorporating industry jargon and language effectively means aligning your landing page with the PPC ad message. This minimizes confusion, maximizes conversions, and ensures visitors find what they expect.
For example, using "circle back" in office jargon, which means discussing something later, can be confusing if not everyone is familiar with the term.
Therefore, it's essential to tailor your communication to your audience's knowledge of industry-specific language to ensure clear and effective communication.
Wrapping Up: Effective PPC Landing Pages
In conclusion, achieving PPC landing page success relies on the following strategic approach:
Dynamic Keyword Insertion
Leveraging Social Proof and Trust Signals
Interactive Elements and Personalized CTAs
A/B Testing Beyond Conventional Metrics
Adherence to Industry Regulations and Compliance
Leveraging Industry Jargon and Language
These practices are crucial for PPC campaigns as they increase ad-landing page alignment, foster user trust, and elevate the overall user experience, resulting in improved campaign performance.
