A digital Landing Page is a web property that guides users to perform a specific action. This action is typically some combination of generating a phone call, filling out a form, downloading an e-book or whitepaper, registering for an event, or completing a transaction.
Successful Landing Pages include a thoughtful user experience that informs the design of the page, and the page is dedicated to satisfying the goal of your campaign.
In order to create a successful landing page, you must define the goal of the page. The goal could be to sell product, generate a lead, or to build an email list. Whatever the goal, it must be clearly defined in order to reverse engineer the buying process.
Once the goal is identified, the next step is to create a user experience that guides users to complete that goal – and it’s an ongoing process. What works today may not work tomorrow, so it’s important to continually test the effectiveness of your landing page design. This can be accomplished through A/B Testing, and it’s a great way to ensure your business decisions are guided by data rather than intuition, especially when engaging in cost-per-action strategies like Pay-Per-Click.
But before you can test the effectiveness of your landing page, you need a sufficient amount of traffic to provide a legitimate sample size. So it’s important to have a marketing strategy that will drive users to your page. That’s why a successful landing page is part of a broader strategy that includes platform selection, strategic messaging, and proper targeting.
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You can spend millions of dollars on digital marketing, but if you drive users to a sub-par landing environment it’s a waste of money.
The quality of a landing page determines whether or not the campaign is a success, and whether you reach your goals.
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Are you aiming to increase web traffic or grow your social media presence? Figure out why you’re leveraging paid media in the first place and build your strategy from there. Having clearly defined goals in mind will help you focus on your brand’s key priorities.
Designing strategies that cater to all three stages of the buyer journey ensures that you’re maximizing your brand’s reach. Every user at every stage is valuable—and you have to make sure you’re creating paid media content that speaks to each audience type.
Effective paid media is tied to targeting the right keywords. If you’re leveraging paid search ads to appear on SERPs (search engine results pages), then in-depth research is necessary. Bid on the keywords that are most relevant to your business to trigger only the most effective ad appearances.
Gather your team—because it’s time to start coming up with ad copy that wins attention. The key is to resonate with your audience and inspire engagement. Be real. Be relatable. And most importantly, don’t underestimate the power of creativity.
Do the landing pages on your website effectively push visitors further down the sales funnel? If not, you’re letting potential customers slip through your fingers. Optimize each of your landing pages so that they nudge users towards converting.
The options are plenty when it comes to paid advertising, including Google, Meta, TikTok, LinkedIn, Microsoft, and Pinterest among others. Analyze who your target demographic is, research where it’s best to connect with them, and then target the platforms where you wish to build awareness.
If you’re ready to build your paid media ad campaign, you’ll find that it will be further broken down into “ad groups” to ensure more effective pay-per-click advertising. These ad groups house one or more ads that have similar targets or categories. Let’s say your brand’s website features categories such as clothing, shoes, and accessories. Creating ad groups according to keywords that fall under these categories will help the PPC system decide when to show ads for these products.
Retargeting ads are bound to succeed because it’s a second shot at a conversion. Visitors have shown interest in the product/service once before, and sometimes all it takes is a little reminder to push them to the checkout page. So don’t forget to retarget and aim better this time.
In the world of paid media, what works and what doesn’t? You’ll have to run A/B tests to find out! Whether you’re testing which keywords bring more traffic or which social platforms earn more ad engagement, you won’t find out what really works for your brand until you test it.
Revisit your initial goals. Did your efforts bring about the results you expected? Tracking results is an essential step in your brand’s paid advertising campaigns. The data you collect from currently running ads will help lay the foundation for your future campaigns.
After tracking your results, you’ll be able to see where adjustments are necessary. There’s always room for improvement, so keep striving to consistently resonate and build trust with your audience—it’s how to create paid ads that pay off.
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