How to Optimise Your PPC Landing Pages

Presented at brightonSEO's Search & Social Advertising Show in October 2024.

..............

In this talk, Sophie will share practical steps you can take to optimise your PPC landing pages for better campaign performance. You will learn how to conduct both qualitative and quantitative research, as well as how to effectively test your new pages and get buy-in from relevant stakeholders.

Transcript

1. How to Optimise Your PPC Landing Pages Sophie Logan Beauhurst Slidedeck: sophielogan4 @marketingsoph
2. HOW TO OPTIMISE YOUR PPC LANDING PAGES Sophie Logan Beauhurst #brightonseo - @marketingsoph
3. “You could pull together the most perfect PPC campaign in the world, but if you’re sending your traffic to a poor landing page, you’re never going to see the returns you are looking for.” #brightonseo - @marketingsoph
4. “You could pull together the most perfect PPC campaign in the world, but if you’re sending your traffic to a poor landing page, you’re never going to see the returns you are looking for.” - Sophie Logan (constantly) #brightonseo - @marketingsoph
5. Bad UX #brightonseo - @marketingsoph
6. Bad UX Poor quality content #brightonseo - @marketingsoph
7. Bad UX Poor quality content No Clear CTA #brightonseo - @marketingsoph
8. • Cost: £800 • Impressions: 7,946 • Clicks: 537 • CTR: 6.76% • CPC: £1.49 • Conversion Rate: 0% #brightonseo - @marketingsoph
9. • Cost: £800 • Impressions: 7,946 • Clicks: 537 • CTR: 6.76% • CPC: £1.49 • Conversion Rate: 0% #brightonseo - @marketingsoph
11. #brightonseo - @marketingsoph
12. Agenda: • The Process • Quick tips #brightonseo - @marketingsoph
13. The Process #brightonseo - @marketingsoph
14. 1. Qualitative and Quantitative Research #brightonseo - @marketingsoph
15. AKA Context & Stats #brightonseo - @marketingsoph
16. Qualitative Research - Observing and describing how things look and feel. #brightonseo - @marketingsoph
17. For example… #brightonseo - @marketingsoph
18. “The colours of the landing page were too bright, which I found to be distracting” #brightonseo - @marketingsoph
19. “I love the fonts they use. It felt fun!” (All subjective.) #brightonseo - @marketingsoph
21. Questions you can ask yourself about your landing pages…. #brightonseo - @marketingsoph
22. What works well? #brightonseo - @marketingsoph
23. What doesn’t work well? #brightonseo - @marketingsoph
24. What content is missing? #brightonseo - @marketingsoph
25. Is there a clear CTA? #brightonseo - @marketingsoph
26. Does it feel professional and trustworthy? #brightonseo - @marketingsoph
28. Questions you can ask yourself about your competitors landing pages…. #brightonseo - @marketingsoph
29. What do you like about the page? #brightonseo - @marketingsoph
30. What type of content are they using? #brightonseo - @marketingsoph
31. Is the CTA clear? #brightonseo - @marketingsoph
32. What is the page missing? #brightonseo - @marketingsoph
33. Remember: We’re looking for inspiration, not to copy! #brightonseo - @marketingsoph
34. Through your qualitative research you should be offer some thoughts on things such as the following… #brightonseo - @marketingsoph
35. I like when landing pages include a 360° product view #brightonseo - @marketingsoph
36. I don’t like contact forms with lots of fields to complete I like when landing pages include a 360° product view #brightonseo - @marketingsoph
37. I like when landing pages include a 360° product view Our messaging isn’t very persuasive in nature I don’t like contact forms with lots of fields to complete #brightonseo - @marketingsoph
38. I like when landing pages include a 360° product view There are conflicting CTA buttons on the page Our messaging isn’t very persuasive in nature I don’t like contact forms with lots of fields to complete #brightonseo - @marketingsoph
39. Quantitative Research - Looking at measurable, number-based metrics #brightonseo - @marketingsoph
40. For example… #brightonseo - @marketingsoph
41. The average time spent on page is 15 seconds. #brightonseo - @marketingsoph
42. 95% of people who start filling in the form abandon it before completion. #brightonseo - @marketingsoph
43. Where to find this type of information… #brightonseo - @marketingsoph
44. Free Tool - GA4 Engagement Metrics #brightonseo - @marketingsoph
45. Free Tool - Microsoft Clarity Dashboard - Clicks/Users/Engagement #brightonseo - @marketingsoph
46. Free Tool - Microsoft Clarity Recordings #brightonseo - @marketingsoph
47. Free Tool - Microsoft Clarity Heatmaps #brightonseo - @marketingsoph
48. Through your quantitative research you should be offer some points on things such as the following… #brightonseo - @marketingsoph
49. People are rage clicking on the header image #brightonseo - @marketingsoph
50. People are rage clicking on the header image People are using the nav bar to go to the homepage #brightonseo - @marketingsoph
51. People are rage clicking on the header image People aren’t scrolling far enough to reach the form People are using the nav bar to go to the homepage #brightonseo - @marketingsoph
52. People are rage clicking on the header image Pages per session is very high People aren’t scrolling far enough to reach the form People are using the nav bar to go to the homepage #brightonseo - @marketingsoph
53. Qualitative and quantitative research = pulling together context and stats #brightonseo - @marketingsoph
54. 2. Get Stakeholders On Board #brightonseo - @marketingsoph
55. There are 2 important things to address to help you to get stakeholders onboard… #brightonseo - @marketingsoph
56. What do they value the most? #brightonseo - @marketingsoph
57. How do they prefer to be fed information? #brightonseo - @marketingsoph
58. Cold hard facts. #brightonseo - @marketingsoph
59. Contextual summaries #brightonseo - @marketingsoph
60. A visual filled slide decks #brightonseo - @marketingsoph
61. Face to face, open discussion #brightonseo - @marketingsoph
62. Present the information in a format they prefer and relate your findings and thoughts to what they value the most #brightonseo - @marketingsoph
65. “It looks like XYZ updated their landings pages recently…” #brightonseo - @marketingsoph
66. 3. Creation Time #brightonseo - @marketingsoph
67. 3a. Build a wireframe #brightonseo - @marketingsoph
68. People aren’t scrolling to the bottom of the page where the contact form is = Move the contact form to above the fold #brightonseo - @marketingsoph
69. People are jumping all around the page, rather than reading content from top to bottom = Break down your content into sections with clear heading #brightonseo - @marketingsoph
70. Free Tool - Figma #brightonseo - @marketingsoph
71. 3b. Write the content #brightonseo - @marketingsoph
72. Landing page copy should be… #brightonseo - @marketingsoph
73. Informative #brightonseo - @marketingsoph
74. Persuasive #brightonseo - @marketingsoph
75. Concise #brightonseo - @marketingsoph
76. 3c. Create the landing page #brightonseo - @marketingsoph
78. 4. Launch #brightonseo - @marketingsoph
80. Monitor your new landing page #brightonseo - @marketingsoph
81. Make a decision. #brightonseo - @marketingsoph
83. 5. Further optimisations and experiments #brightonseo - @marketingsoph
85. Don’t forget… #brightonseo - @marketingsoph
86. Amend your ad copy to ensure that aligns with the content, CTR and messaging used in your new landing page! #brightonseo - @marketingsoph
87. As part of your optimisations and further experiments you might want to consider…. #brightonseo - @marketingsoph
88. Adding more features such as instant demos, video content, social links or live chat #brightonseo - @marketingsoph
89. Split testing your CTAs or colour palettes #brightonseo - @marketingsoph
90. Tailoring your content based on performance, such as adding a FAQ section to help reduce irrelevant leads #brightonseo - @marketingsoph
92. 6. Performance Evaluation #brightonseo - @marketingsoph
93. Don’t just tell people the new landing page is better. Prove it! #brightonseo - @marketingsoph
95. Metric 11/05- 10/06 (Old LP) 11/06 - 10/07 (New LP) Avg. Session Duration 56 seconds 1 minute 22 seconds Bounce Rate 88.48% 41.87% Conversion Rate 0.78% 2.53% #brightonseo - @marketingsoph
96. Quick Tips #brightonseo - @marketingsoph
97. Include landing pages in your regular performance reports. #brightonseo - @marketingsoph
98. Include landing pages in your regular performance reports. Make sure your new landing pages have all relevant tags added. #brightonseo - @marketingsoph
99. Avoid keyword stuffing. #brightonseo - @marketingsoph
100. Avoid keyword stuffing. Include trust indicators such as reviews, quotes & ratings. #brightonseo - @marketingsoph
101. Stick to 1 or 2 CTAs. #brightonseo - @marketingsoph
102. Stick to 1 or 2 CTAs. Consider removing the navigation bar. #brightonseo - @marketingsoph
103. Summary #brightonseo - @marketingsoph
104. 1. Present both qualitative and quantitative research to support stakeholder buy in #brightonseo - @marketingsoph
105. 2. Take your time when building wireframes and address the findings of your research #brightonseo - @marketingsoph
106. 3. Utilise ‘Experiments’ to A/B test your new LP and keep a close eye on it after launch #brightonseo - @marketingsoph
107. 4. The work never ends - keep reviewing, testing and optimising your new LP #brightonseo - @marketingsoph
108. Dexter, AKA PPC Pug Slideshare: SophieLogan4 LinkedIn: Sophie Logan X: MarketingSoph