This is the fourth and final part of our Pay Per Click (PPC) series and by now you already have some basic information on how to create a PPC ad, as well as the terminology used and keyword usage. Now, we will show you how to create a great landing page and then how to bid and how much for your PPC ad. After this, you will be ready to implement everything we have thought you and produce a successful PPC campaign.
Here is the list our previous PPC guides:
- Beginner’s Guide to PPC – Where to Start?
- How to Find and Manage PPC Keywords
- How to create Great PPC Campaigns?
What is a Landing Page
All the troubles you have been to with creating an attractive and engaging PPC ad, as well as efficient Call To Action (CTA) will go to waste if you fail to link the right landing page with your ad. If you link the inappropriate and irrelevant landing page to your PPC ad, any user that visits your website will be disappointed and irritated. Managing your landing page can be very important and if you don’t do it right you will be practically wasting your money.
When you use your landing page correctly, you will be able to increase the rate of conversion, decrease Cost Per Click (CPC) and diminish the bounce rate. That is why we will show you how to properly use your landing pages to achieve these goals.
Different Landing Page Types
There are several kinds of landing pages and you should know what they are so you can properly use them and decide which suits you the best.
- Click Through – These types of landing pages are the extremely common and basic. It contains the most important facts about the product and has a button that takes the user to the page on which he can buy the product.
- Viral – Large audience is the main goal of this kind of landing pages. It has a very catchy and attractive content and a lot of social media buttons for sharing that content.
- Lead Capture – These landing pages don’t have an exit route. They only collect data from users so you can send email ads, contact users with specific promotions and offers, and much more.
- Mobile – These landing pages don’t have much content. The most important part about them is their appearance, which should be eye-catching and attractive.
- Homepage – Linking your ad to your homepage isn’t a very smart business move. Homepage usually provides various options and alternatives, which is not useful to the users who clicked on your ad to see some specific thing.
Main Elements of Landing Pages
The main goal of any landing page should be to persuade the visitor to take the desired action. The chances of that happening are much higher if you create a great landing page that has these elements:
- Attractive and eye-catching appearance with simple and informative content that is organized in a perfect order.
- A clear and tight connection between the landing page contents and your ad.
- Clear and understandable Call To Action and offers.
Creating a Great Landing Page
Your landing page needs to be formatted in a way that will make the people who visit it curious and be capable of persuading them to take the desired action. There are many important things to pay attention to when you are building and designing your landing page.
Your landing page should have a well-organized and attractive design that is as clear as possible. To achieve this, you should use enjoyable and attractive colors. You also need to set the right size of buttons on your page, as well as image and text. Pay attention to the contrast between page background and CTA buttons; it should be high in order for users to notice them.
Your landing page should provide your visitors with all the information they might need and that might persuade them to take the desired action. You should keep the information to the minimum and avoid pop-ups and unnecessary text. Make sure to highlight the most important product features.
The header should be used to present your offer to the users. This means that you should display the worthiness of your product and price, in order to persuade the users to buy it. Sub-headings should be used to describe the product and offer.
Trust signals and badges
Trust signals are things like testimonials from previous users, reviews and similar stuff. They are meant to create trustworthiness with the visitors.
Same goes for trust badges that are basically endorsements and other kinds of recognition among the community. Logos of favored and respected brands also fall under this category.
Forms are important since they are the tool with which you collect data from the users. You should try to make them as short as possible, with the least fields to fill possible. If you need any additional info about the user, you can collect in on thank you or some other page of that kind.
Match landing page and PPC ad
Anything you see on your landing page should be matched with your PPC ad keywords. That is the only way to make sure that your visitors don’t end up disappointed and you will increase the chances of them taking the desired action.
Test your landing page
Testing your landing page is the final step you need to take to make sure that your landing page is functional and that it looks great. You can use some of the tools, like AdWords Landing Page Grader, or you can simply do it manually. If you choose the second option, there are several things you need to check. For example, see if your landing page is loading fast enough. Also, make sure that your page looks the way it should and that visibility of the basic elements is good enough. You should especially pay attention to the buttons, their visibility and functionality, as well.
PPC Bidding Basics
We have come to the final step of your PPC campaign, which is bidding. Bidding is something like an auction, where you propose your most competitive price in order to get a product or service. In the world of Internet advertising and marketing, PPC bid represents the highest amount one company is prepared to pay for PPC advertising, particularly when users click on your ad. The term that is used to describe this amount is maximum Cost Per Click (max CPC).
There are many factors that might determine how much you can bid. It depends on the budget allocated for the advertising by your client and the time it is ready to invest in planning. After that, it is related to the popularity of your keywords and on your competition and their financial strength.
What do you bid for and how much?
You bid for keywords and different phrases, as well as conversion events, like video views, forms for contacting, directions related to the store, and other.
How much will you end up paying for the desired keywords or events depends on your budget in the first place, but also your negotiation skills, aggressiveness and other industry circumstances.
When you begin the bidding process, it is important to discuss with your client about the price of his product or service. There are three most popular and successful strategies:
- Cost–Plus-price– This is pretty basic and simple method to decide on the price for your product or service. You simply add extra value on the production cost and get the selling price.
- Competitor-based pricing– This method requires that you find out what prices are other companies in the same line of work using for selling their products and deciding on your price based on that information.
- Value-based pricing– This method is more concerned with the value that the users will get for their money than it is about the costs of production. You need to think like a buyer if you want to implement this strategy and determine what it is that your product or service offers that others in the same industry can’t.
Management solutions for your PPC bid
The most common way to manage your PPC ads is AdWords, and it is pretty simple to use as well. However, sometimes you simply have to use a bid management tool, especially if you have a lot of ad groups. There are a lot of these platforms that you can use and we will tell you, about some of them, very shortly, so if you want more information you should visit their websites.
They can provide you with retargeting endeavors and they can manage your Facebook paid socials. Their bidding tool can help you set the events and prices based on your budget.
Model-based, portfolio or bidding based on rules is what this tool can give you. It is simple to use and optimize any elements in your campaign.
This management tool will provide you with various keywords and ad groups based on comprehensive social search. It also offers different types of tracking so you can keep an eye on your PPC campaign performance.
It can set bidding rules at any time you desire, whether for the whole campaign or in many smaller adjustments. It is a very flexible and fast management tool.
It is a management platform dedicated to the advanced users of Google AdWords PPC campaigns. It allows you to select your conversion, as well as traffic objectives and can help you find the best performing keywords, among many other things.
These are only a few of the management bidding tools and you should definitely do your research properly before deciding on any one of them. There are always new and possibly better tools to be found with every new day, so make sure that you stay up to date and select the best possible solution.
We have now come to the end of our Pay Per Click series and you are ready to go and make your perfect PPC campaign with the information and guidelines we have offered you in our four-part series.