In the world of Google Ads campaigns, the success of your efforts goes hand in hand with the effectiveness of your landing pages. Neglecting to optimize your landing pages means potentially missing out on valuable conversions. 

To ensure you make the most of your Google PPC endeavors, we've compiled 7 essential tips to create impressive landing pages for PPC. Check them out now! 

What is a PPC landing page? 

PPC (Pay per click) is an internet marketing model where you pay a fee whenever a user clicks on your ad. This means you pay a publisher, like Google, to display your ad when your visitors search for your keywords. That’s how you buy traffic for your page instead of waiting for organic traffic. 

A PPC landing page is a dedicated web page where visitors land after clicking on a PPC ad. This kind of landing page is often used in a paid campaign on AdWords, Bing Ads, etc,.

Like any other landing pages, landing pages for PPC have one goal: to convince users to convert by registering for an event, signing up for a weekly newsletter, or purchasing a product. 

How to craft dynamic landing pages for PPC: Best tips & tricks 

1. Keep a consistent message from your Google PPC Ad to your landing page 

One important note is that you always present what you claim in your ad. To do that, you’ll need to match your ad headline to your landing page’s headline. You ensure that your brand conveys reliable information and that visitors stay in the right place. 

That’s because relevance is the most important thing when it comes to designing landing pages for PPC. You will want to focus on the topic or offer that you mentioned in your ad. 

And your visitors would also want to find exactly what they are expecting. They don’t want to click on an interesting ad but be led to an irrelevant page.  

2. Produce content for your target audience, not for the public 

Content is created for your target audience

For PPC landing pages, it’s crucial to ensure the language and tone of voice are appropriate for your target audience. That’s why you need to define 2-3 buyer personas for your brand beforehand. 

A PPC landing page hardly caters to every single audience. You may ask yourself, “who do I expect to visit this page?” and “what kind of language and tone of voice should I use on the page? 

Here’s an example. Suppose that you’re building a PPC landing page to promote your MRP software. Then there will be 2 segments:

• New businesses who don’t know they’re searching for MRP software
• People who have used MRP software and have some technical knowledge about this kind of system, understanding what MRP stands for. 

3. Craft a powerful headline to impress your audience

On a landing page, the headline is the first thing that catches people’s eyes. That’s why it should be extremely impressive. 

One great tip is to add a keyword theme that is relevant to your ad. However, you usually cannot have the keyword users search for in the headline. In that case, you can review your keywords, divide them into themes and craft the headline based on them. 

When writing a headline, think about why people who have never known you would stay on the page, get intrigued by your content, and eventually take the action you set. Your headline should:

• Be clear-cut and to-the-point 
• Be related to the keyword theme you’ve found 
• Address visitors’ pain points and deliver a solution 

4. Create a killing CTA that people want to click 

Your CTA is the way you achieve the ultimate goal: get visitors to take the desired action. Therefore, the CTA should be impressive enough to grab visitors’ attention. Here are some best practices you can consider. 

• Copy: Create a straightforward, concise, and relevant copy. You can even elaborate in 1-2 words on what action the visitor will take.
• Colors & Visuals: Ensure your CTA button standouts from the rest of the page, attracting users’ attention. 
• Sizing: Your CTA should be big enough to create an impression but not too large, or else it distracts users from your content. 
• Prominence: Make your CTA visible as possible. You should put it above the fold so users don’t need to scroll to see it. If your landing page has a lot of text, you can employ many CTAs to break up the content - however - remember all CTAs drive the same action.
• Direction: Your CTA directing to your content will induce users’ actions and impact on your conversion rate.  

5. Simplify the signup process as much as possible 

The simpler your signup, the higher chances you increase your conversion rate. Your signup process should be so easy that users don’t give a second thought. 

Basic information is where you start, such as name and email address that you can use to contact them later. 

Keep in mind that your form length should be equivalent to what your prospects will get in exchange. For example, an email address is all you need for a newsletter signup. Meanwhile, if you’re offering a very helpful tutorial video of 20 minutes, you’ll want more information like company name, job title, etc,. in exchange for this valuable content. 

6. Leverage trust signals to build an emotional connection

You can use trust signals to encourage users to take action

While your visitors are wondering whether to reach out, you can utilize trust signals to win their trust and drive them to take action. 

There is a number of trust signal to use for landing pages for PPC. Here are the most common ones: 

• Testimonials and reviews 
• Accreditations
• Payment assurance
• Contact information
• Performance figures

There is no recipe for all landing pages. You need to research your personas deeply and create a list of what users would respond best. You can use reliable testimonials, facts and figures, or both of them. 

7. Use analytics to track your landing page’s performance 

To track your landing page's performance with Google Analytics 4 (GA4), start by defining conversions, such as form submissions or button clicks, that indicate user actions you want to track. 

Set up event tracking on your landing page to capture these interactions. You can use recommended events or create custom events for more specific tracking. Once events are configured, mark them as conversions in GA4's Conversions section.

With conversions set up, you can monitor top-level performance by running reports and analyzing conversion data in GA4. Keep an eye on metrics like the number of conversions and conversion rates to measure your landing page's success. 

Additionally, explore deeper insights with GA4's reports, including user behavior, funnel analysis, behavior flow, and site search. These insights will help you understand user interactions and optimize your landing page for better performance and improved user experience.

3 examples of landing pages for PPC 

1. Future.co

Future.co’s landing page for PPC 

Future.co is the ultimate personal trainer app connecting you with expert coaches to smash your fitness goals..

Its snappy headline contains the keyword of Future.co “personal trainer” and shows the company’s USP. Then, there’s a sub-heading explaining what the product involves.

The vivid color of the CTA makes it stand out from the whole page, with the same message “Find your coach” appearing multiple times. 

Moreover, the page has a clean and sleek design, along with a powerful hero image, embodying the confidence and motivation you seek in a fitness coaching app.

2. Wondershare Filmora 

Wondershare Filmora’s PPC landing page

The landing page linked above effectively showcases why Filmora is the top choice, utilizing clear visuals and a compelling headline.

Besides, animated images and GIFs demonstrate the software in action, illustrating how it simplifies video editing to an impressive extent.

On the page, visitors are presented with various chances to download the software. Wondershare also includes trust indicators, such as awards and user reviews, to further build credibility.

3. Oracle Netsuite 

Oracle Netsuite’s PPC landing page

Oracle NetSuite's PPC landing page takes a direct approach, inviting visitors to fill in their information to embark on an insightful tour. The page follows a minimalistic design to ensure quick loading speed and a seamless user experience.

Notably, the landing page showcases NetSuite's key features efficiently, highlighting its usage by industry leaders, and further reinforcing its credibility. Another compelling Call-to-Action (CTA) beckons visitors to take the next step.

Despite its simplicity, the clever use of color scheme enhances the visibility of each element, making the page visually engaging and easy to navigate. 

Conclusion

In conclusion, crafting impressive landing pages for PPC is a crucial aspect of a successful digital marketing strategy. By implementing the seven tips above, businesses can maximize the impact of their PPC campaigns. 

From creating compelling headlines and CTAs to optimizing for mobile and leveraging social proof, each tip plays a vital role in optimizing the performance of landing pages for PPC. Remember, the key is to continuously test, refine, and adapt to ensure landing pages deliver the desired results and drive business growth.