There is a significant flaw in this lack of targeted strategy, because if a searcher clicks on a pay-per-click ad and do not find what they are looking for within a matter of seconds, the chances are very high that the searcher will bounce from the page and continue their search on the SERPs.
Unlike SEO which focuses on driving increased traffic to the company website, pay per click results are in no way linked to the natural search results. For this reason, it is important to create a unique user experience, linked as closely as possible to the search query that drove the click.
To drive this unique searcher experience, there are a number of important elements of a successful landing page, to consider:
1. State the biggest benefit of your product or service in your headline - confirm to the searcher why they have landed on your page. If your biggest benefit is price, state this in the headline. i.e.: 10% Price Break on Sale
2. Repeat your ad creative in your headline - to give users the sense they've landed in the right place repeat the keywords used in your ad copy
3. Use sub-headlines for scan-ability - entice users to read further with relevant and interesting sub-headlines
4. List benefits in order of importance - use scannable bullets to list your most important terms. People want to scan landing pages, not read them
5. Verify correct spelling and grammar - get the copy right, make sure it is concise and to the point. On a landing page, less is more.
6. Remove all navigation links from your landing page - site navigation is a distraction to users. Do not be tempted to include your website's navigation bar on the landing page.
7. Ensure you have a call-to-action above the fold - make sure that what you want the searcher to do on the website is obvious with a clear call-to-action. Keep this above the fold so that users do not have to scroll down to find it.
8. Keep the form as short as possible - do not ask for unnecessary information. People will abandon the form if you do.
9. Place images on the left side of the page - people's eyes are drawn to images. Start with an image on the left and then draw people to the copy on the right.
10. Site load time is essential - a slow page load time will affect both your pay per click quality score as well as frustrate users. If your page is slow - fix it.
Lucy_Lloyd
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