The entrance of search engines into marketing have allowed businesses across all sectors to be more discoverable and visible to digital buyers. Instead of relying on organic traffic to their website, business owners can pay a publisher a certain amount of fee to run a pay-per-click (PPC) campaign and show the ad when their visitor does a search for the relevant keyword(s).
Accessible and flexible in budget, PPC marketing strategy is a widely trusted tactic, leaving mental space for enterprises to dedicate their efforts to other activities that follow the click. Among the first contacts with the target audience, the PPC landing page is what makes or breaks the deal.
This article will shed light on the essence of PPC landing pages and uncover the best examples and industry secrets behind them.
- What is a PPC Landing Page?
- Best Practices for PPC Landing Page
- Keep The PPC Landing Page Relevant To The Keywords
- Compose Content With Your Target Customers In Mind
- Develop A Mixed Use Of Conversion Elements
- Make Sure Your PPC Landing Page Is Mobile-Friendly
- Use Analytics To Inform Strategic Decisions
- 20 PPC Landing Page Examples To Learn From
I. What Is A PPC Landing Page?
A PPC landing page is a web page where users end up after they click a specific pay-per-click (PPC) ad on search engines.
If you click on this ad, for example:
You’ll be taken to this landing page:
These landing pages can be similar to or different from other pages (like product pages on your website) because they’re tailor-made to complement the search ad. If you are after brand awareness, a PPC ad about your overall business can just point to your home page. But if it’s the sales for your summer products that you want to drive, a single standalone page specifically designed to promote that product might be better.
If you run the campaign on Google search, the policy is that your landing page and display URL (the webpage shown in your ad) must share the same domain. Your landing page experience is one of several factors that helps determine a keyword's Quality Score.
The experience of a landing page is represented by such things as the usefulness and relevance of information provided on the page, ease of navigation for the user, and how many links are on the page.
Before getting to the "best practices" part, check out this detailed tutorial on how to create a high-converting Google Ads Landing Page.
II. Best Practices For PPC Landing Page
1. Keep The PPC Landing Page Relevant To The Keywords
One of the best ways to annoy people searching on Google (and in general) is not delivering on your promise. Make sure the PPC landing page matches the keywords that you are bidding on and that the page matches the promise within the ad copy.
If you are targeting users looking for ‘bikini deals’ don’t send users to a ’10 things to prepare for your beach vacation this summer ’ landing page. Although the page sounds relevant and undoubtedly has a call-to-action, it's just not what the user was looking for when they chose to click your ad.
2. Compose Content With Your Target Customers In Mind
When writing content and deciding on imagery, ensure that they match your target customer. For example, let’s say you are creating a PPC campaign to drive new leads for your Cloud service, there will be:
- People who already use Cloud and have sound technical knowledge.
- New businesses who don’t know why they need Cloud and have no understanding of technical terms.
You would want to use a separate set of images for each search ad targeting different personas. For example, for the tech specialists, you would want to portray a tech-saturated image that goes into great detail about systems integration and the use of Cloud in information management, data analysis, marketing, etc.
3. Develop A Mixed Use Of Conversion Elements
This is the part where you have to work your creative brain. Now that you have the clear objective in mind, the arrangement of landing page elements must intrigue your visitors to follow the call to action.
For the start, your headline and copies should be brief yet action-empowering. Here are some examples.
Headline to Empower Action (Source: GoodUI.com)
Headline with a problem statement (Source: GoodUI.com)
Condensed list (Source: GoodUI.com)
Condensed layout (Source: GoodUI.com)
Trust signals also contribute to the success of your PPC landing page, including testimonials, logos and social counts.
Testimonial prompt (Source: GoodUI.com)
Social count (Source: GoodUI.com)
Big logos (Source: GoodUI.com)
You should also consider adding some sense of urgency to your page.
Bottom call to action repetition (Source: GoodUI.com)
Sticky call to action (Source: GoodUI.com)
Countdown timer (Source: GoodUI.com)
4. Make Sure Your PPC Landing Page Is Mobile-Friendly
Whether you have a separate mobile landing page or use responsive design, treat mobile with as much care and attention as you do desktop. As smartphones are becoming more and more predominant in eCommerce, neglecting mobile will be seriously hurting the success of your campaigns.
Do bear in mind that a design on desktop might differ from that in mobile viewing. For example, you would want to swap a form on a desktop for a click to call button on mobile devices. If you tend to have a long inquiry form, try asking a few simple questions on mobile and then follow up afterwards.
5. Use Analytics To Inform Strategic Decisions
Google Analytics should be used to track the performance of your landing page. Make sure that you have already assigned a goal to the landing page and its calls to action before you get the campaign running, e.g. the number of times a video is played or the number of clicks on the inquiry forms. Once you have your goal set up you will be able to see conversion data within Google Analytics which is perfect for monitoring top level performance.
Page speed is a critical success factor within the conversion process. Best practice for page load is 3 seconds and below. You can check your page speed with Google PageSpeed Insights (anything below 85 needs should be further investigated).
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III. 20 PPC Landing Page Examples To Learn From
Hopefully the search ads and landing pages below will give you a taste of what it’s like to run a high-converting PPC campaign.
(*) Heads-up: 100% of the searches are done on Google Search, and so the analysis will be based on my personal understanding of Google Ads. For Facebook Ads Lading Page, check out this article.
Note: To find examples for 3rd section, you can try out the following approaches:
Open incognito mode, enter any popular product you can think of, then simply scout the ads for the best one
Now, off we go!
1. Serenata Flowers
- Headline: Brand USP: 7 days/week delivery
- Ad description: Measurable benefits (time of delivery, shipment policy) and customer trust
- Sitelinks: Quality product sections
- Consistent goal, i.e. to promote key benefits and products of the store. The color palette is beautifully flowery
- Clear calls to action, in line with the sitelinks on the search ad.
- Product arrangement in gallery view, adorned with discount effects.
- Customer reviews and ratings for social proof
- Headline: Promotes key glasses products
- Description: Focused on emotional benefits and discount
- Sitelinks: Promotes other product lines that might interest female glasses buyers
- While the store offers a wide range of choices for women buyers, the landing page maintains a consistent goal with the search ad and promotes glasses products only.
- Good use of imagery, illustrating how the products are used in real life.
- Discount effects and the countdown banner urge prospective users to buy.
3. Sourcing HTKD
- Headline: Positions the company as a B2B brand
- Description: Increases social trust by incorporating the great number of partners hosted on the platform
- Sitelinks: Promotes other categories that the company specializes in.
- Product section tailored to help visitors do more comfortable search (search bar, filter, sort, etc.)
- The ‘Contact Supplier’ call to action is placed in each product box, bringing wholesalers closer to the company agents.
- Headline: B2B positioning. Order cap.
- Description: Medical trust
- Promotes key products, describing in detail the benefits of the products
- Partner logos on the banner to increase social credibility
- Clear calls to action, providing immediate contacts for the interested customers (whatsapp, email, chat)
- The following sections tell an extending story to the product description, from the company profile to the chemical make-up of the product.
The ‘Contact Us’ and Chatbot section invite customers to come in contact with the company more directly.
5. Shop Britto
- Headline: Promotes the type of product that stays close with the keyword most
- Description: An overview of all products in stock
- Sitelinks: Discount-heavy
- The banner and ‘rewards’ button act as discount reminders
- ‘Chat with us’ button enables the brand to show their will to do extra customer servicing
6. Talk Bass
- Headline: Discount-focused (free registration & low subscription fee), helping advertise a good variety of instruments that are offered by the brand.
- Sitelinks: Affiliated communities
- The page plays the role of a site for brand awareness, focusing on community building in the form of a forum.
- Topic threads help promote the product more effectively in a user-friendly tone of voice. The ‘Trending Today’ section lets visitors keep tab of what’s currently debated most in the community and choose to engage if interested.
- Headline: General branded messages
- Contact number
- The large banner slideshow shows off the aesthetics to the company in terms of F&B styling
- Meets brand awareness goal on every slide, inspiring consumers to explore more the story behind their boba products
- For a general keyword like ‘ecommerce’, TikTok surely has to bid at a high cost.
- Both the headline and the description intentionally contain the keyword and further explains how the company helps its clients achieve their goal.
(*) Changed to English for easier explanation
- The hero banner stays consistent with the branded colors and has advertising copies that accentuate B2B potentials
- Imagery of metrics and charts pushes more traffic to the ‘Get Started’ call to action at the center. The calls to action are also placed and optimized in different spots throughout the place - really sticky and clickable!
- Benefits on the data-driven side
- Success story - an unconventional way to deliver customer reviews
- Repetitive bottom call to action, coupled with the registration form
9. Shopify App Store - Grayfox
Not a big surprise to see the Shopify app store on the first result. The eCommerce giant gains its reputation in eCommerce as a perfect companion for those who wish to start their online business.
However, the fact that the keyword ‘online store’ is bidded on by GrayFox, an app provider on Shopify is actually beyond me! Quite a bold move to perform such a competitive keyword.
- Headline: Product USP: AI optimization
- Contact number, meaning customer service point is only one call away
- Description: Promises both rational and emotional benefits brought by the product
(*) Mind you, Shopify has several apps to support your business. If you’re looking to build a functional store and customize your pages for free, check out PageFly, the number one Shopify page builder on Shopify app store.
- A video can speak louder and a lot more than words! Here you can find all the things you need to know about GrayFox, right upon entering the page.
- Text columns make the benefit section easier to follow
- Media gallery shows greater insights into the use of the product. Customer support can be reached through many different channels.
- Customer ratings and reviews. If possible, the app provider should encourage more users to leave their comments. Overall rating at 5 stars with only one comment does not really convey credibility and appeal to the audience.
Another big tech corporation! Here we have Youtube bidding hard on the ‘Music album’ keyword to advocate their artists.
- Headline: Features artists and music works
- Description: Describes the work in a straightforward manner
Now let’s jump in headfirst and explore Youtube as a landing page!
- Search bar, with voice assistant, allows web visitors to explore Youtube massive sources of entertainment.
- Product description comes with hashtags and customer ratings (likes and dislikes)
- More product details in the drilldown. Clear call to action, motivating users to learn more from the artist and their video.
- Real-time customer reviews/comments
11. UAS Pharma
- Headline & description: A pretty clear big picture of what the company has to offer, highlighted by the key product at the end of the copy
- Contact number
- Sitelinks: Product categories
- Hero banner takes advantage of an emotion-charged image that resonates with potential buyers.
- The headline and copies deliver on health guarantees, which is arguably the most important concern about a cosmetic product.
- Straightforward product browsing and shopping experience
- Payment and logistic benefits are visualized in columns, with color consistent icons. Payment partner logos are to ensure credible transfer.
Booking can’t wait to make their comeback to the tourism scene. The everything-touristy company bids on common keywords like ‘travel agency’ to grab every opportunity that might come during and post-pandemic.
- Headline: Follow the [Place] + [Promise], or the [Problem] + [Solution] prompt. Booking probably suggests to me a European destination because they think other Asian folks and I might wish to travel to faraway places after COVID-19 is brought under control.
- Sitelinks: Two calls to action that urge me to make bookings instantly.
- Booking calendar pops up right at the moment the visitors enter the page. Super smart and ambitious!
- Clear destination description with customer ratings. The info box below asks aspiring travellers to comply with COVID-19-related customs.
- The subscription box at the footer acts as an inviting call to action.
13. Lost Boys Studios
I initially thought I would run into shops that sell photo lighting equipment. Turns out, educational organizations and online classes like Lost Boys Studios took the upper hand and bid on the opportunity to teach about photo light technique!
- Headline: Speaks right to the target audience, which is aspiring art students.
- Image: Clear portrays what it feels like to attend the course - very innovative and futuristic, I guess.
- Sitelinks: Focuses on the outcome of the program, providing the typical timeframe (12 months) and the certification (Compositing & FX)
- The banner automatic slideshow showcases the photo lighting works from the studio to warm up the audience.
- The information layout that follows capitalizes on both images and videos to better explain the program.
- Instructor profile gains more trust on a personal level, followed by alumni success stories.
- Call to action wrapped at the footer, below the detailed admission section
- Headline & description: A simple description with the name of the brand and what the store has on display.
- Sitelinks: Nested pages
- Photos are used flexibly to show the products from different angles and create gallery viewing for the collection as a whole.
- Pop-up newsletter registration box contributes to lead generation, which also appears again at the footer
15. Korean Manufacturers
- Headline: Bids on Google broad match, so the term ‘seats’ can be associated with ‘chairs’.
- Description: Overall picture of the business. Includes the term ‘chairs’ intentionally to match the keyword
- Sitelinks: Covers other product lines of the manufacturer
- Visuals and copies target tech specialists in the industry, highly focused on specifications and technical drawings.
- Brand story is neatly told via quotes, text boxes and videos
- Another section of product specification
- Inquiry form is to build a lukewarm rapport between the company and clients.
16. Decor House Furniture
- Headline & Description: Broader match and phrase match keywords for ‘Home’ and ‘House’. Defines the company as a high-end furniture brand
- Sitelinks: Focuses on the two areas that furniture buyers might want to shop for.
- The header banner brings a highly Scandanavian feel to the table, like, literally ;) Every slide shows a wooden minimalist setting that truly inspires. That makes the call to action box on the right is a lot more clickable.
- The products are bundled into different collections and give a Pinterest-inspired vibe across the page.
17. Coach Spot
- Headline and description: Delivers professional credibility, along with other sports programs they offer
- Sitelinks: Discount and category options
- Flash sale banner and discounts that drive FOMO effects
18. Film Ora
- Headline & Description: Positions the product as a multifaceted editing software, backed by impressive numbers.
- Sitelinks: Calls to action (Download & Update) and key features (edit & personalize features and multiple video effects)
- The sparkling banner creates an inspirational atmosphere for the page and reveals the wonderful effects of the product.
- Clear headline and copies, coupled with customer ratings, tempt the visitors to click on ‘Free Download’ and try out the software.
- Customer view and product benefits are visualized in a quite appealing fashion.
- More benefit visualization. Helps avoid tons of lengthy texts!
- Customer reviews with profile photos, names and detailed comments
- Call to action at the footer, also to introduce the release of the latest product.
- Headline & Description: Positions the brand as a leading expert in dental health
- Sitelinks: Point to ‘Contact’ and ‘About’ pages, taking web visitors to the company’s credentials and giving them better reasons to stay.
- Header banner compares the product with a traditional method, helping highlight its USP.
- Bold headlines and benefit description in bullet points, making it easier for users to skim and scan.
- Product benefits are illustrated in separate information boxes. Quite a good mix of icons, headlines and texts in terms of colors.
- The testing report, instruction video and product specification are to deliver medical guarantees to the readers.
- Headline & Description: Highlights educational benefits and credibility
- Sitelinks: Includes calls to action and key products that address customer’s needs during the stay-at-home current situation worldwide.
- The header banner emphasizes the purpose-driven philosophy of Coursera, while including three clickable calls to action (Join for Free, Try Coursera for Business & free learning sources)
- The color palette is a consistent mix of blue and white, alleviating browsing distraction and adhering to the brand guideline.
- Reputable partner logos and understandable benefit columns to increase social trust
- The following sections boast wonderful numbers and achievements that the company has accomplished, clarifying measurable outcomes for those reluctant to sign up.
- Authentic customer reviews, including profile pictures, bios, titles and sharings.
The PPC industry is highly dynamic, and establishing a high-converting PPC landing page is among one of those crucial steps that give you a good start to the game. Hopefully the examples and tips above have given you an extra boost to initiate your first PPC landing page.
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