Is your PPC campaign not performing well? It might be worth looking at your landing page!
An effective landing page is the cornerstone of a successful Google Ads campaign. Each landing page should be designed to prompt an action from a user, whether is to submit a form, make a call or sign up for a newsletter.
If you’ve started to see a drop in your PPC performance, it might be worth assessing the effectiveness of your landing pages. Here are some questions to ask yourself to help evaluate your current landing pages.
Nothing is worse than searching for something on Google and being taken to a completely irrelevant page.
Make sure your landing page matches the keywords you’re targeting, and the page match what is being said in the ad copy. If you’re wanting to target patients looking for an ‘emergency dental appointment’, don’t send users just to your homepage or contact page. Though these pages may be somewhat relevant, the urgency in the user search and the content on the page may not be enough for the user to get in touch.
The user is interested in your practice’s opening hours, where you’re based, how you can help them and a way to get in touch with your team. Creating a bespoke landing page, featuring all the information the user needs will more likely encourage them to convert.
A great landing page should have a good, strong offer.
Different users searching for your products may be in different stages of their decision process. Make sure your practice stands out against the competition by offering a great deal. If you’re unsure of what to offer, we wrote a blog with some great examples!
Using heading and subheading, explain the value of your offer clearly using concise terms. The offer should be the first thing your users see after reading the ad copy. An effective landing page confirms the offer within the headline and then uses sub-headings to provide more information about the offer (benefits, examples etc).
Once a user lands on your page, you want them to take an action. Your CTA should be the focal point of your landing page. Whether it’s to complete a form or call the practice, we recommend placing a CTA prominently above the fold of your landing page and scatter it across the rest of the page.
The CTA should also invoke a quick response from the user by using short, action-oriented words. Most users are likely to skim your landing page, looking for the content that is relevant to their search. The simpler the words in your CTA, the more it going to resonate with the user and encourage them to convert.
Mobile phones have become a fixture of everyday life. In 2021, the number of unique mobile internet users stood at 4.32 billion, indicating that over 90% of the global internet population uses a mobile device to go online.
This is why it’s essential to make your landing page mobile-friendly. According to Adobe, “Companies with mobile-optimised sites triple their chances of increasing mobile conversion rate to 5% or above”. You can find out whether your landing page is mobile optimised or not using Google’s Mobile-Friendly testing tool.
When a potential new patient clicks on your ad, it’s natural to try and get as much information as you can from them. However, when it comes to creating a good landing page, less is more.
Make sure your contact form has as few form fields as possible. The more fields a user has to complete, the less likely they may be to finish it off. We recommend keeping the contact form short and simple – only ask for the essentials. Most users are willing to provide a name and email address but asking for a date of birth or mobile number can cause a 50% drop in form completions.
So does your landing page need an update?
At Dental Design, we create bespoke landing pages with the user’s intent and dentist’s business goal in mind. For more information, get in touch with our team today or give us a call on 01202 677 277.