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Optimizing Landing Pages for Ecommerce PPC

One way to build a successful ecommerce website is to embark on a Pay Per Click (PPC) advertising campaign. PPC or paid search advertising is fast way to reel-in highly targeted web traffic.

In short, PPC is creating ads to display on Google search (or on other related websites) and you only pay each time an ad gets clicked. Once a user clicks your ad, they will be taken to the landing page that you specify. It's therefore very important that your landing page well-designed and written so that it promotes conversions, or sales.

Many ecommerce PPC advertisers fail to ensure that their landing pages are optimized for the best results. Instead, they use generic, pre-existing pages of a website that has no true conversion funnel or plan of action for users after they land on the site.

In this post, we underscore the significance of optimizing landing pages for ecommerce PPC as well as tips to be mindful of when designing and writing these unique pages.

Personalization for Ad-to-Landing Page Consistency

Optimizing Landing Pages for Ecommerce PPC Personalizing your landing pages for ad copy consistency is a powerful concept that can help you optimize your landing pages for greater PPC success. When a user clicks on a sponsored ad or paid listing, they will anticipate what the ad mentions on the landing page. It's absolutely critical that the landing page meet users' expectations. Furthermore, it's ideal when you can match elements of your ad copy with that of your landing pages.

There are many ways that can help you make consistent your ad-to-landing page content. These are:

* Know the nature of your target market and the ad copy that best appeals to their interests. If you're using an emotional approach in the ad copy, try to follow-up with that approach in the landing page design and copy.

* Design new landing pages for each ad group or ecommerce PPC campaign. Having dedicated ecommerce PPC landing pages for each individual ad group well improve the control and performance of your ads.

* JavaScript (and other select scripting languages) can be applied to alter or add content to landing pages. To better ensure the consistency of ad-to-landing page, JavaScript can be used to enhance the presentation and allure of select landing pages.

Optimizing Conversion Funnels

During the designing and copywriting of your website's landing page, you should always keep the design and layout consistent with that of the rest of the website. The meaning behind your landing pages is to facilitate sales with predetermined conversion funnel. Whether the funnel is as short as a button that says "buy now" on the landing page, or takes users on a path of learning more through more pages (typically for more costly, high consideration purchases,) having a conversion strategy with your landing pages is key.

Landing pages should contain all the information that visitors demand to move forward with a purchase. This primarily focuses on sufficient and well-written copy, relevant and compelling images, intuitive web design, and minimal navigation (to ensure that the only options are those you want users to take.)

For ecommerce PPC advertising, one of the simplest ways to optimize your conversion funnel is to include a very prominent "buy now" or “add to cart” button on the landing page. These types of calls-to-action should be large and apparent, as well as bright so that they stand out on the page. Additional considerations include having product reviews, video highlights, or small image galleries.

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