Successfully Capture Your Paid Placement Traffic

- February 1, 2010

Paid placement traffic and SEO traffic are two different beasts, so why do we often send both sources of traffic to the same end result? Paid placement marketing campaigns provide something that SEO doesn’t, you have complete user experience control. By not exercising that control, you could possible be handing your business over to your competitors. Landing pages can cater to visitor’s specific needs as spoken by their search queries. Below are a few ways that you can best capture your PPC (Pay-Per-Click) audience with a landing page.
Calls-to-action. Websites often don’t have strong calls-to-action available within a click. Keep in mind visitors don’t like to guess what to do and who you are, they want to know immediately. Adding a prominent call—to-action on your landing page will help increase conversions. Tell visitors what you want them to do, don’t just assume they know. Include a brief contact form that will allow you to capture leads without detouring potential customers.

Copy. On average, most websites have an overwhelming amount of content. You need a tight correlation between visitor’s search queries and your website content to engage and capture potential customers. Most consumers are looking for a quick answer to their questions and don’t have the time or patience to read through pages of content. Illustrate your most prominent information in a bulleted or numbered list. Be sure to incorporate your PPC keywords in your landing page copy. This will not only help improve your Quality Scores, but will also help potential customers better connect with your content.

Simplicity — The key to successful PPC landing pages is to keep the user from getting distracted. Limit your navigation and users ability to leave the page or get confused and frustrated. One page with simple, straight-forward content and a relevant form is enough information. If visitors need more information before converting; give them the option to view your full website. You don’t want to distract your paid placement visitors from what you want them to do. Less is more.

Load Times — If it takes more than 10 seconds to fully load your website, that’s to long. It should take less than 5 seconds and could affect your Google Adwords Quality Score. Numerous images, or animated graphics and large flash files, could hinder your load times and if visitors have to wait for a flash animation to load before they can get information about your services, they’re more than likely not going to stick around or even come back.

Always go back to the old school marketing and sales mentality of K.I.S.S (keep it simple stupid).  Avoid clutter, reduce the amount of content that you display and make the calls-to-action prominent. Control the user experience.

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