To run scalable PPC campaigns, you need to keep working on bringing down the cost-per-acquisition (CPA) metric on your PPC leads.

Optimizing your PPC landing pages is one of the surest ways to do this … as doing so gives you a substantial increase in your conversions, without needing you to increase your ad spend.

How to improve your landing page for lower PPC cost?

Create a Testing Strategy

Almost everything on a PPC landing page can be tested — right from its headline to its form.

What should you test first? The answer lies in your data.

For example, if you are seeing poor conversion rate on your landing page you can dug into Google Analytics. In there you found that huge part of your traffic was actually using their mobiles to access it.

You noticed an unusually high dropoff rate for this traffic segment.

Why is it so?

Maybe your landing page uses multi-column layout making it very difficult to use on mobiles. Not just that, the form maybe also had too many compulsory text fields and didn’t use an optimized design either.

Provide relevant, useful and original content

When creating your ad groups, be sure that your final landing page is directly relevant to your keywords AND text ads.

If you are debating relevancy, it is best to create a separate ad group for those keywords in question even if you are planning to send users to the same landing page.

Also evaluate the landing page itself. Does the page contain useful information that matches exactly what you’re advertising?

Make it easy for customers to navigate your site 

Help users to find important pages quickly and easily, including mobile sites. The best way to do this is to optimize your navigation layout.

Design a site architecture that allows you to create very detailed pages for specific AdWords campaigns deeper into your site hierarchy.

Improve the Relevancy between your Paid search ads and Landing pages

If your post-click landing page bounce rate is high, it could be because your landing page isn’t relevant to the ad the searcher clicked on. And the searcher left because they didn’t find what they expected to find.

For Google Ads, being relevant means:

that your ads, keywords, and landing page are all closely related to the terms a customer might be searching for.

Work on an Optimal Landing Page Experience

Google has given some very actionable tactics for improving a PPC landing page’s experience here:

  • Offer relevant, useful and original content
  • Promote transparency and foster trustworthiness on your site
  • Make mobile and computer navigation easy
  • Decrease your landing page loading time
  • Make your site fast

How to Check Your Quality Score and Landing Page Experience

It’s easy. All you need to do is hover over the speech bubble next to the individual keyword, and a text box will appear.

If you see “Average” or “Above Average”, you’re in good shape. If you see “Below Average”, you’ll want to revisit the page and investigate why.

Revisit the list above, or talk to your Cazbah Internet Marketing Consultant about how to improve your landing page experience.

Short conclusion

Your landing pages do a lot of heavy lifting in your PPC campaigns. And even slight improvements to your PPC landing pages can result in more conversions and lower bid prices for your campaigns.

But to make effective changes, you must start from a place of data because that’s how you can unlock your current conversion barriers. So look at your data and learn what’s not working. And then test what you believe to work.