Seven Reasons You Need Landing Pages in Paid Search

Peter A. Liefer II | Posted: March 1st, 2019 | Updated: July 24th, 2019



So you’re doing paid search marketing—that’s very well and good. 在与潜在客户和现有客户争夺视野和互动的时候,竞争达到了空前的高度, getting a boost where it matters most is the clear way to go. Truth be told, your efforts on pay-per-click (PPC) is often only as good as your landing page. Without the latter, 你可能花在点击上的钱永远不会为你的公司或品牌带来转化率或任何可靠的回报.

What is a landing page?

一个登陆页是一个独立的页面——这意味着它可以从你的网站中分离出来——用户一旦点击你的广告就会“登陆”. 它的主要目的是收集你的潜在客户的信息,或者诱使他们采取对你有利的具体行动. Here are some specific reasons they are crucial to your paid search campaign:

1. It helps convert potential into paying customers. When users click on an ad offering a 50% discount on shoes, they do so because they want to obtain the perk you are giving away. They want something from you. If your ad led them to your website, users would most likely end up confused at all the extra details. 通过使用登陆页面,你可以将他们的注意力集中在如何将他们转化为真正的客户上. Do you want them to leave you their email address? Do you want them to click on something? The call-to-action on your landing page will say so clearly, so your potential customers know exactly what to do.

2. It helps you gather leads. 您可以将特定的信息字段合并到您的登录页中,这些信息字段将允许您捕获关于用户的详细信息, whether it’s their name, telephone number, or email address, among other pertinent details.

You can use these details to interact with them through targeted emails, newsletters, and promotions, to name a few. What makes landing pages better than many lead-generation strategies, such as cold calling, is that users’ actions are entirely voluntary.

They wanted something you offered so they gave you their details wholeheartedly. They were not surprised or tricked into doing so. If they do not convert immediately, then you can nurture them so they become actual customers later on.

3. It delivers the information your customers need. Imagine yourself clicking on an ad that promises huge discounts in three easy steps, only to find yourself in a page detailing the company’s history, their advantages over their competition, and a list of all their products. Such an experience would definitely leave you feeling frustrated and a little betrayed. 这是你的潜在客户的感觉,如果你引导你的网站,一旦他们点击你的广告. 登录页面可以过滤掉不必要的信息,让用户只看到他们需要的信息. This way, they are not overwhelmed and are instead focused on what you want them to do.

4. It lets you get to know your market better. Paid search and landing pages can also be used as tools for market research. Testing is one of the most crucial steps in any online marketing effort and by creating variations in the content of both your ads and your landing page, you can ascertain how users respond to specific messages, offers, and even elements of your campaign.

By gauging their response or how well they receive your landing page, you can obtain answers for questions relevant to your business. Do users want more discounts? Do they want other products to go on sale, too? Compared to more proactive methods of research, such as surveys and questionnaires, 通过你的登陆页面进行测试会收集有机数据,因为你的受访者不是来回答你的问题的, but because they need something from you. What you get is a raw insight into your market’s behavior and tendencies.

5. It lets you determine if your efforts are working. In the world of online marketing, there is no such thing as a single solution for all problems. 正是由于这个原因,您需要测试您的方法是否有效,或者是否需要进一步调整它们. By gauging how users behave in your landing pages, you will know if your entire campaign is working as intended.

Are you generating enough traffic? Are you converting enough people? You will also know which parts of the page or which ad copy is generating engagement. Does “Buy Now!” work better than “Purchase Now!” in getting clicks? Does short content work better than long ones? With the right tools connected to your landing page, you can obtain a lot of insights into how effective your campaign is.

6. It allows a better understanding of the funnel. 当你对你的市场旅程有了充分的把握,你可以采取措施来优化他们的体验. By creating different variations of your PPC ads and their corresponding landing page, you can gauge where your customers are in the sales funnel.

You can fashion your landing pages’ content to address your users’ needs, whether they are searching for products or validating their options. By studying how they behave in your landing pages, you’d have a better idea of how you can make their journey easier and more productive for you.

7. It can be used to boost other online endeavors. 考虑到所有因素,登陆页可以成为任何在线营销活动中不可或缺的工具. 你学到的任何见解都可以用于确保你的下一个活动更符合你的市场的需求和本质.

Needless to say, this doesn’t mean you’ll discover everything you need the first time, but as you go through your own journey as a marketer, you will gain an even clearer understanding of your market through your landing pages, among others.

你的登录页面是确保用户通过你的PPC广告转化为实际客户的好方法, but it can be a lot more than that. Used properly, it can be a vital tool in creating winning online marketing 这些活动不仅能让你和你的品牌受益,还能让你的潜在客户和现有客户受益.

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