The Top 7 Pay-Per-Click Landing Page Mistakes You Should Avoid
Posted on March 28, 2009
Filed Under PPC Marketing | Leave a Comment
So you managed to get someone to click on your pay-per-click ad. The hard work is done, and reeling in the sale should be easy, right? Wrong! that’s not entirely true if you’ve made these common landing page mistakes; by not having an effective landing page, you could be undoing all the hard work you accomplished with your pay-per-click ad.
1. You’re using your homepage as the landing page
You’ve written a compelling pay-per-click ad selling our product that convinced someone to click on the link and it takes them…to your home page? They are then expected to wade through the different pages to try and find the product they were interested in. Instead, make sure that they are send to a landing page instead, which will take them exactly where you want them to be – where it is easiest to convert them into a sale.
2. You don’t have a converting landing page
You have a landing page, but it is so generic that is might as well be your homepage. For every different product you’re promoting, there should be a different landing page to direct them towards the sale. They clicked on the link because they were interested – make sure the right information is waiting for them when they get to your site.
3. Your landing page is too cluttered
You don’t want a customer arriving to your site after seeing a clear and concise pay-per-click ad only to be greeted by a confusing landing page trying to tell them too much at once. Think about the action you want your customer to take; then edit and refine the information on the landing page to reflect that.
4. Your landing pages are not keyword-optimized
You’ve spent a lot of time and effort optimizing your pay-per-click ads; why wouldn’t you do the same with your landing pages? For each list of keywords you have, you should have a corresponding pay-per-click ad and landing page. Maintain a consistency in communication with your customers at all times.
5. You’re asking for too much information
You want to get as much information as possible from your potential customer, but be wary of scaring them away by requiring personal information right away. Many people are not comfortable giving their last names to a site they are not familiar with. Unless they are making a purchase, keep the information required to a first name and email address.
6. You have too many images and it takes forever to load
You don’t want to lose a customer after they’ve made he decision to click on an ad because they got impatient waiting for the page to load. Cut out the extraneous images and keep the landing page streamlined so it will load quickly so you can capture the sale.
7. You’re selling, not telling
You did the selling with your pay-per-click ad. The focus of the landing page should be on information and promoting the product, not a hard sell. The customer is already interested in the product. Make them feel comfortable with plenty of information about the product and how to obtain it, and encourage them to purchase without making them feel too pressured.
How you manage your landing pages is what determines your success in the world of PPC. Tools like PPC Kahuna help you with this and shows you what things to avoid and more importanly what things you should really be doing. It’s not rocket science but there is a methodology in building successful landing pages and making money online through them
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