Pay-per-click (PPC) advertising is an effective way to generate leads and create demand for your product or service in digital marketing. It is a powerful tool that can help businesses of all sizes reach their target audiences. To run a successful paid campaign and generate conversions, however, you need to have a well-designed landing page.
A good PPC landing page can help your campaign achieve its maximum potential, create a complete customer experience and ultimately generate better revenue.
Here are 8 types of PPC landing pages:
Each type of PPC landing page has a different purpose and goal. We’re going to take a closer look at each type of PPC landing page and how you can use them for demand generation with Google Ads.
Are you running Google Ads in your B2B business? If so, we'll give you 3 clear takeaways that will double or maybe even triple your sales!
Who we are: With over 25 years experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call, we’ll answer any Google Ads-related questions and audit
your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead gen.
PPC is a model of internet marketing whereby advertisers pay a fee each time one of their paid search ads is clicked on. Essentially, it's a way of buying visits to your site rather than attempting to "earn" those visits organically.
Search engine advertising is the most common form of PPC campaign. Advertisers bid on keywords that they believe potential customers are searching for, and their ads appear in search results accordingly. Within the different channels of PPC campaigns, Google Ads is the most widely used PPC advertising platform. Up to 90% of active internet users benefit from Google services daily.
PPC campaigns rely heavily on data-orientated strategy planning and timely adjustment with experience. Despite its highly rewarded results in business growth, PPC management tends to require constant monitoring and modification.
This is where a PPC agency comes in. They provide PPC management services to help businesses reach their targeted PPC results. Standard PPC services include full keyword/competitor analysis, text/visual ad composition and conversion tracking. They help clients strategically reach their business goals within their digital marketing budget.
The duration of management services varies based on clients' campaign goals and industry features. Keep in mind, however, that PPC management is closely linked to customer behaviour. Although PPC campaigns deliver results quickly, you may need to give your PPC agency and their services a little bit of time to reach their maximum potential depending on your product and budget.
By using PPC services, you can reach your target market more quickly and effectively than with other marketing techniques. It also allows you to track your results so you can fine-tune your campaigns and get the most out of your marketing budget.
PPC is an important tool for demand generation because it helps you:
Now that we've gone over what PPC is and why you should use it, let's take a look at some different types of PPC landing pages.
In short, a PPC landing page with a high conversion rate should include:
Before you start working on your demand generation PPC landing page, there is one thing about your prospect you should ask yourself: is your target audience "problem unaware", "problem aware" or "solution aware"?
Most companies think that they need to design their landing pages based on the top, middle and bottom of their B2B marketing funnels. However, we believe there is a better approach to creating landing pages. To target customers that are unaware, paid advertising and search ads with numerous targeting strategies offered by Google Ads can easily help you reach potential customers and build awareness.
For prospects that are problem aware and actively searching for solutions, you need to make sure your landing page design contains a clear and direct solution that fits their search intent. Last but not least, for those that are solution aware and already have a product or service in mind, you need to focus on building trust by providing as much proof (testimonials, reviews, ratings) as possible on your pages.
By designing your PPC campaign and page elements with PPC creative agency based on whether customers are problem unaware, problem aware or solution aware, you can make sure that you’re providing the right information at the right time and maximising the potential of your search ad strategy.
The purpose of a click-through landing page is to convince visitors to take that next step and click through to another page. To do this, the page must first capture the user's attention with a strong headline and engaging visuals. It then needs to provide a clear value proposition that speaks to the user's needs and convinces them to take action. When created correctly, a click-through landing page can be an essential part of any successful marketing campaign.
Here are some key elements to include on your click-through landing page:
By including these key elements, you can ensure that your click-through landing page is effective and drives results.
A lead generation landing page is a type of web page that is designed to collect visitors’ contact information in exchange for a valuable offer. The offer might be an eBook, a webinar or some other type of lead magnet. To successfully generate conversions - that is, to get the visitor to take the desired action - the page must be well-designed and relevant to the visitor's needs.
One of the best practices for this example is to clearly communicate the value you offer. This kind of transparent communication ensures a high success rate in generating conversions, reaching your business objectives and initiating a trusting, long-term relationship.
Lead generation landing pages, an example of B2B email marketing, lead customers to a specific page and offer them an incentive to sign up for the email newsletter. This increases the chance of them being interested in future offerings from the company, creating a seamless customer experience while improving the performance of both digital marketing practices.
eCommerce product pages are designed to achieve business goals by attracting more traffic and getting visitors to buy a product. Using Google Ads for eCommerce is the quickest way to generate steady and qualified website traffic. Product descriptions, photos, customer reviews and pricing information of eCommerce product pages work together to create an engaging and professional page that encourages visitors to make a purchase.
By designing pages with ad spend and business goals in mind, eCommerce landing pages push customers further in their decision-making process and ultimately convert into sales. A common mistake made by many eCommerce businesses is using product pages as eCommerce landing pages. This can result in a high bounce rate since the product pages lack the aqueduct design based on strategic decisions.
To create an effective eCommerce product page, you need to:
Effective category pages are crucial for targeting users and helping them find the products they're looking for quickly and easily. The design of the page should take into account the user's need for relevant information and easy navigation. To this end, features like filters, sort options and product descriptions are often included on category pages.
By providing users with a well-designed page that is easy to use, businesses can make the shopping experience more enjoyable and increase the likelihood that customers will find what they're looking for. Ultimately, an effective category page can be a powerful tool for driving sales and boosting customer satisfaction.
The page speed is another crucial element in a quality landing page. A well-designed landing page needs to load fast to decrease the bounce rate. The best practice standard for page load is 3 seconds and under. Improving the performance of your PPC ads and landing page experience are key to sending users further into their purchasing journey. Loading speeds are crucial for the future of B2B sales.
A successful service landing page should be designed to get visitors to use your service. It should include features like a pricing table, a feature comparison and customer testimonials. By including these, you will be able to run an effective PPC campaign and increase the chances of visitors choosing your service. A pricing table helps visitors understand the cost of your service, a feature comparison shows visitors the advantages your service offers over others, and customer testimonials provide proof that your service is worth using.
As mentioned previously, a good CTA is an essential element in demand generation. Customers brought to your service landing page via the PPC ad on search engines tend to be solution aware. To convince your audience that your service is the best in the business, including solid conversion data and strong case studies when writing content is crucial.
A splash page is a type of ad that’s designed to get visitors to click through to another website or offer. They typically include a strong ad copy and visuals that persuade visitors to click through. Splash pages are effective because they’re eye-catching and can be very persuasive. They typically contain one message or CTA that requires customers to react. They should be used sparingly, however, as they can be considered intrusive if used too frequently. When employed correctly, splash pages can be a great way to increase traffic to your website or offer.
To create an effective splash page, you need to:
Referral pages are an important part of any referral marketing campaign. They’re designed to get visitors to sign up for a referral program, and typically include a form where visitors can enter their contact information, as well as details of the person they’re referring. Referral pages are typically hosted on the same domain as the company’s website, but they can also be hosted on a separate domain.
The key is to make sure the referral page is easy to find and navigate. The best way to do this is to include a link to the referral page on the company’s website, as well as in other existing campaigns like email marketing or social media campaigns. A well-designed referral page can be a valuable tool in driving conversions and generating leads.
To create an effective referral landing page, you need to:
Unfortunately, many PPC landing pages are poorly designed and fail to engage visitors, resulting in low conversion rates. One way to increase engagement and conversions is to use a chatbot page. PPC B2B lead generation chatbot landing pages can help to answer questions, provide product recommendations and guide visitors through the conversion process in a timely manner. They can also collect data about visitor behaviour that can be used to improve the overall design of the page. If you're looking to improve your PPC landing pages, consider using a chatbot. It could be the key to increasing engagement and conversions.
When used along with the correct strategies for landing pages, PPC is a strong tool for businesses to boost their revenue. Remember, bland and generic PPC landing pages are not sufficient if you want to create a strong connection with your target market. Your PPC landing page is essentially an extension of your ad, so it needs to be just as compelling.
B2B marketing communicates in a highly professional language. Due to the nature of the business, the purchasing process in B2B is typically longer and involves a bigger party. The priority is to show you are qualified and consistent over a longer engagement period. B2B pay per click campaign assists B2B brands with this.
Moreover, B2B landing pages need to focus on creating a complete customer experience. All the elements on the page should work together to guide the user towards a specific goal, such as making a purchase or signing up for a newsletter.
In addition to PPC landing page strategies, there are some other ways worth knowing to create successful campaigns with PPC marketing.
Many business owners overlook the importance of mobile users and treat mobile pages as an extension of desktop pages. The mobile user market is growing continually. Ensuring your page design offers mobile users the best customer experience is crucial. This is not only because customer experience is key to achieving success in digital marketing, but also because it is a change to fit the dynamic of user habits.
A growing number of people are using their mobile devices to search for products before purchasing them in physical stores. Many users search for product information while shopping and buy the product online to get a better deal. This is an effective means of integrating online and offline marketing. With tools like the Google Ads’ geo-targeting tool, you can boost your sales online and offline simultaneously. So, make sure to create a flawless, fast-loading mobile page for your store and start profiting from your campaign now.
Are you intrigued by the quick results of PPC advertising but have no idea how to create your own success story with a PPC campaign? Are you struggling with your campaign and urgently want to improve its performance? Would you like to hire an expert to solve all your problems and do the PPC management for you? Good PPC advertising services help businesses in different sectors and industries rapidly generate demand with spot-on PPC ads for their target audience.
A good PPC management agency delivers PPC results with complete analysis data from Google Analytics or other third-party software. Experts that provide management services have sound technical knowledge in both paid search and organic traffic, which can help you plan full coverage of successful campaigns within a reasonable ad spend. Be sure to hire the best PPC agency that specialises in your industry to achieve the top results with your paid campaigns.
Google's Performance Max campaigns offer many advantages to businesses looking to expand their reach and online visibility. One of the most appealing aspects of Performance Max is that it operates based on machine learning/artificial intelligence and the history data of Google. Artificial intelligence is used to identify the best keywords, images, videos and ad copy combinations for your target audience. This makes it a much more efficient way to manage campaigns, as you can be confident that you're using the most effective materials.
In addition, Performance Max works across Google's entire inventory, including search engine results pages (SERPs), Gmail and YouTube. This means you can reach your target audience no matter where they spend their time online.
Furthermore, Performance Max is powerful in its use of multimedia assets. Videos and images can be used to capture attention and drive conversions. Overall, Performance Max provides an efficient and effective way to reach more buyers and grow your business. For companies that aim for success with Google Ads, Performance Max helps you identify your winning ads and best-performing landing pages while saving time and effort for A/B testing.
There is one thing that needs to be addressed about this cutting-edge technique for paid ads. Not all your budget should go into Performance Max. A wrong strategy and failed use of Performance Max leads to wasted budget and spamming leads, especially for B2B businesses that require more touchpoints and professional communication. Leveraging Performance Max and its artificial intelligence with a smart and strategic budget plan helps B2B brands elevate their exposure, create a constant high-quality impression and expand their market. Contact a professional PPC agency today to find out how you can benefit from Performance Max with the most cost-effective budget.
A good B2B landing page must be direct, clear and desirable. It needs to have a direct conversion goal and a clear message for your audience. Later, spice it up with social proofs or testimonials to make your product a deal clients can't miss.
The average page conversion rate across industries is 2.35 per cent, but the top 25% are converting at a rate of 5.31 per cent or higher. You should aim to break into the top 10%, which have conversion rates of 11.45 per cent or higher on their landing pages.
There are a number of factors that can influence your conversion rate, including the design of your page, the clarity of your CTA and the relevance of your offer to your target audience. Make sure to A/B test your landing page elements and find out what works best for your paid search campaign.
Who we are: With over 25 years experience, SnellMedia has created thousands of successful B2B Google Ads campaigns for clients primarily in SaaS, Manufacturing Automation and Healthtech.
Book a 30-minute consultation with a senior, Google-certified member of our team today. During the call we’ll answer any Google Ads related questions and audit your account to provide your marketing team with valuable feedback they can implement to double or maybe even triple your lead gen.
