The Importance Of PPC Landing Pages
When discussing potential PPC Campaigns
many of our clients either don’t know what ppc landing pages are or don’t see the point in them as they don’t fully understand their worth.
The purpose of a PPC landing page is firstly to entice the customer once they have clicked on your ad to either call the practice or to fill in a contact form. This usually raises the question of- ‘doesn’t my home page do that anyway?’. In this instance, no. This is because usually users are looking for a special offer or a particular treatment which was advertised, not a blurb about how great the practice is or photos of your team.
Therefore, landing pages should be to the point, with a much more simplistic eye catching layout and they should have clear calls to action- which your homepage (quite rightly) may not have.
Furthermore, landing pages are usually key word laden on page, as well as in the sites background coding with phrases which you are bidding for in adwords. This is very important in order to increase your quality score. A definition of quality score provided by google is:
“Quality Score is an estimate of how relevant your ads, keywords, and landing page are to a person seeing your ad. Having a high Quality Score means that our systems think your ad, keyword, and landing page are all relevant and useful to someone looking at your ad. Having a low Quality Score, on the other hand, means that your ads, keywords, and landing page probably aren’t as relevant and useful to someone looking at your ad.”
The higher your quality score, the more likely your ad will be shown in a higher ad position and will have a lower cost per click. This therefore translates to more clicks for less money and hopefully more contacts from potential new patients if that is one of your ppc objectives.
If you would like any advice regarding setting up a ppc campaign or improving your landing pages, give Dental Design a call on 01202 677 277; one of our four qualified adwords professionals will be happy to help you.
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