Why Your Client’s PPC Landing Page is Underperforming

Landing pages should consist of a blend of 70% information and 30% selling content. When a user clicks through and visits your client’s landing page, they want it to inform them and make their purchase more manageable. 

The quality of your client’s landing page is a make or break factor at the time of conversions. 

If an ad promises to provide some value to the prospect, it should deliver it once clicked on it. 

If you add “Get your free trial” in your client’s ad title, give that free trial to your prospects once they click through to your landing page. Stay true to your promise because that is the key to a successful ad campaign.

Seven basic mistakes that make their client’s PPC landing page underperform

  1. You have not installed an SSL certificate yet.

An SSL certificate establishes a secure connection between the user, their browser, and the webserver to ensure that data is not modified or hacked. 

It encrypts the data and makes the transmission of information safe and secure. If you have not chosen a cheap SSL certificate provider yet, you risk your client’s ad campaign. 

Not only that, but you are also compromising your ad reach and rank. Google alerts its users when they click on an unsecure website. 

To safeguard their information, Google sometimes does not show them ads that redirect them to an unsecure landing page. 

SSL certificates are cheap and authentic SSL providers like CheapSSLShop provide the best SSL certificate at discounted rates. 

So, SSL neither takes a toll on your pocket nor compromise your client’s landing page safety. 

2. Your PPC landing page is irrelevant in your ad’s context.

Apart from choosing a relevant and cheap SSL service provider, you must also choose a relevant landing page and content. 

If your title does not resonate with your landing page offer, then the ad’s whole purpose will get distorted. 

Although Google does not approve of totally irrelevant ads, some ads do get approved.

But that does not mean the ad fulfills all the relevancy parameters. If you want to get paid traffic to convert, relevancy is of utmost importance. 

When a user clicks through your client’s ad and does not find the expected information inside, they will bounce back, improving the bounce rate. 

Moreover, it impacts your keyword optimization and performance, decreasing your ad’s rank. 

So, make sure that your PPC landing page’s content works in tandem with your ad title content. 

3. You lack a compelling CTA.

After buying an SSL certificate from CheapSSLShop and getting your content optimized, now comes the calls to action part. 

Do you have a compelling CTA that induces your prospects to buy your client’s product or service?

If yes, then what value are you providing to them in exchange for their email address? 

Without an inductive CTA, your customers will not take the pain of entering their email address because they will not find its worth. 

If you provide a product or a service, you can use CTAs like “Start your free trial” or “Get your free guide,” etc. 

4. Your PPC landing page is not mobile-friendly 

These days most users surf through mobile devices. Unless they have something important to do, they do not bother their desktops for social media and menial searching. 

Since the internet is becoming mobile-centric, your landing page must become mobile-optimized too. 

Eye-tracking has a considerable role to play in mobile optimization. While on a desktop, a user’s attention is mostly focused on the top left, mobile users mostly focus on the center. 

You can place and optimize your content strategically for mobile users by considering eye-tracking studies.

5. Your landing page is not optimized for high-performing keywords. 

If your landing page is not optimized for high-performing keywords, then you will never get relevant leads. 

Even in paid ads, you need relevant people to see and click through your client’s ad. Irrelevant users will only increase your bounce rate, which brings your ad rank down. 

High-performing keywords are the ones that provide you the maximum number of relevant leads. 

You need to identify those keywords and integrate them strategically in your landing page title tag, Meta tags, and headings.  

6. You are using the same landing page for all your client’s services.

The biggest mistake an ad manager can make is clubbing various services on a single PPC landing page. 

Yes, blending various services on a single page might help you cut your ad budget down but, that will not be a practical approach. 

Prospects will get baffled when a customer clicks on a service ad and visits a landing page with a list of services. 

They will see everything but not the service they are looking for. Hence, they will have to bounce back. 

So, it is better to club a single ad with just one service.

7. You have not surveyed your customers before creating the landing page content.

Customer surveys are essential for the success of your client’s ad campaign. Do you know what the customer wants from your landing page?

Are they seeking more information about product quality? Are you backing up your product claims with relevant metrics and studies?

If not, you must conduct sample surveys to find answers to these questions before creating a landing page.

Your content should testify to your product’s credibility and persuade prospects to buy it. 

To Conclude

To summarize it all, here are the takeaways from the article:

  • While creating a PPC landing page for your client, always ensure that you have a cheap SSL certificate providerby your side who can keep Google restrictions at bay. 
  • Always ensure that your landing page content fits well in your ad-context, and you have an appropriate CTA, which adds some value to the prospect’s life. 
  • Your landing page should be optimized for high performing keywords, and your ad caters to both desktop and mobile users well. 
  • Conduct an appropriate survey to know more about your prospects before creating the landing page content, and do not blend multiple services in one landing page as it will confuse the users.
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