0It is essential to attain success in a PPC or any other digital media buying activity, that directs traffic to a landing page or a website, that explains the core objective of the campaign, to the end user.
Thus, to achieve success in converting on a PPC campaign, link click, do the following:
- Dedicated landing page for the campaign: A one-page website that explains the product/service along with other supporting material that urges your user to perform a call-to-action.
- Behavioural targeting: It's imperative to scan and understand your buyer's persona and the best way to do this, is via an insertion of his/her education, designation and field of study, further narrowed down by his/her purchase preference, family strength, and device usage. Post that, if you feel like, you could add one interest element.
- Clear copy: The content must be direct yet descriptive that informs your user completely. There must also be an FAQ section that answers their queries, there itself. Advantages of using the product and service along with suitable testimonials would cover you completely. Imagine, a sales representative pitching for you. Let the ad & the landing page play that role.
- Pleasing imagery: The pictures or videos that you may use, either in your ad that leads the user to the landing page or on the landing page itself must say a lot and must be super relevant to your content and objective, thus leading to a far better chance of a conversion. A legitimate picture or video of your product or you explaining the service would do wonders. If you are using stock images, use from free stock websites such as unsplash.com, picjumbo.com & pixabay.com
- Call to action button: This button is also called the magic button, that appears on ads and landing pages, and must be used generously across various sections of content. This makes it easier for the user to take a call and activate an action to that call. Which, could be a phone call, a check-out or a simple form fill-up. Make sure, it's visible and happy to look at.
