We are consistently surprised with the amount of marketers sending PPC traffic to their corporate homepage.We are surprised because these marketers aren’t creating a relevant experience for their visitors. If you want to focus on specific target, not a broad range of people, you need to focus where you send them.
What am I talking about? Custom landing pages provide solid message match and correlate to the sending advertisement.
Convert with Custom Landing Pages
As you start looking at custom landing pages, you might wonder what elements increase conversions. Well, here are a few things to remember as you begin to create custom message matched landing pages:
- One size doesn’t fit all – Just as you wouldn’t put all your PPC ads into one large group, you can’t just send all your visitors to one page. Since you’re targeting specific types of visitors (hello personas!) you want to give each visitor a custom experience. Create custom landing pages and focus on the data on each buyer persona and add-in elements that appeal to that visitor.
- Focus on conversion – Going along with the above consideration, you need to really focus on one thing: conversion. If your page isn’t compelling or is littered with distractions, your visitor will probably bounce. Remember to keep your content relevant to the topic of your PPC ad, minimize links, navigation and anything to take away from converting them. Custom landing pages are for those of a specific audience and each have specific triggers for clicking on the mighty conversion button.
- Tie in keywords – As you’re performing keyword research, don’t just use them all in one landing page. For instance, if you have visitors looking for convertible sports cars, don’t send them to a page for all types of sports cars. Instead, create custom landing pages specific to those keywords, with focus on converting those specific types of buyer types.
Custom Landing Pages Speak to Different Audiences
Remember the saying that “one size doesn’t fit all?” Well, that goes for landing pages, too. If you have specific buyer personas for your PPC ads, segment out those audiences into custom landing pages that have the right mix of conversion elements and speaks to that buyer.
How do you build custom landing pages? What do you look for to improve conversions for specific buyer types? Leave us a comment and let us know!