When considering your content marketing strategies, you should think bigger than just your static content and blog posts. The great thing about written online content is that it can be repurposed very easily, and highly specialized to cater to a number of different markets or purposes. It’s often a mistake to think your content should focus on wider audiences—in fact, it’s better to produce and repurpose lots of content to cater to very specific customer profiles.
If you’re considering a PPC campaign, this is exactly how you should approach not only your keyword research, but also your strategies. You shouldn’t funnel traffic from PPC ads directly to a broad, open-ended single page—this includes your homepage! Instead, create gateways that provide very particular details and gives potential customers exactly what they’re looking for before exploring your services.
PPC Landing Pages: Exactly What Are They?
PPC landing pages sound a little intimidating at first, but they’re pretty simple. When you create a PPC ad campaign, your advertisements need to send visitors to a specific webpage when they click. Most businesses simply direct these clicks to their homepage, a lazy mistake that may be causing them valuable business opportunities. Don’t make the same mistakes and reach out directly to your leads with a simple webpage that sits between your PPC ad and your homepage: a PPC landing page.
That’s really all it is: a simple webpage that gets down to the basics. PPC landing pages are simple, highly focused webpages that are relevant to the PPC ad that leads potential customers to them. For example: your business sells shoes of all kinds. You create a PPC campaign designed to sell specific shoes, and one of your PPC ads is for leather shoes. When people search for “leather shoes” and click your ad from the results, instead of throwing your entire website at them, you send them to a specialized webpage that tells them about all the leather shoes you offer. It features a few pictures and a link to your stock of leather shoes specifically.
Great PPC Landing Pages Hone In On Specifics
When you do keyword research for your PPC campaign, you should keep that research off to the side for your PPC landing pages that will go with each keyword in your campaign. As you build more and more keywords for your upcoming campaign, you can collect them in relational groups and design PPC landing pages those groups can redirect to; meaning that if you have multiple PPC keywords that relate to leather shoes, each ad would direct customers to your “leather shoes” PPC landing page.
You want your advertisements to catch customers when they’re actively looking for something you can provide them, and your landing pages should complement this. Consider PPC landing pages a place to expand on the specific keyword that sends customers to you in the first place. Once you have their attention, provide more website content that’s specific to both what you offer and what they want. At the end, give them more content to explore as well as a link that sends them into your website with a specific goal already pre-defined for them.
In a future post, I’ll go into more details about just how specific you should get with your PPC landing pages, and how you should make them stand out from the rest of your website. If you’ve been curious as to how PPC campaigns work and want to try one for your business, or weren’t successful with one before, be sure to catch Wednesday’s blog post for more on how to make the most of your PPC campaign.