Woman stressing at laptop -- Are your ads causing stress for potential customers?

If you have a PPC ad campaign running – or if you’ve ever run any online ad campaign – let me ask you something. Where did you direct the audience to?

Did you send them from the ad to your website?

(Please, please tell me you didn’t.)

You did? Well … what was your return on investment for that ad?

Pretty low, huh?

Please allow me to explain where you went wrong – and how to fix it. Because it’s killing me that so many businesses are throwing money away on online ads due to this one, very fixable thing.

Your mistake was sending them to your website, with all its shiny objects.

When you send someone from an online ad to your website, you’re doing two things:

  1. Diluting your audience’s attention. Your audience has a shorter attention span than a goldfish. I’m not being facetious. This is an actual statistic discovered by Microsoft in 2013. When someone clicks on your ad and they get taken to your website, they have no clear idea what to do from there. You haven’t really told them what you want them to do. And they don’t have the attention span to think much about it before they click away.
  2. Giving your audience WAY too many choices. The human brain can only handle so many decisions a day. We have a finite capacity for decision making – and decision-making is exhausting. There are multiple studies to prove this, if you want to see some research behind this little insight.

PPC ad leading to website

Instead of sending them to your website, what should you do?

Instead, Create a Landing Page

A landing page is a hyper-focused, standalone webpage that has:

  1. A single call to action
  2. No navigation options
  3. Minimal copy and images

A landing page has a single purpose – to get the reader to take one action. To get them to buy, register, sign up, provide a name and email address, whatever. On the landing page, you ask the reader to do one, single thing. And you give them no other options. Nope – not even the option to go to your website.

Before you feel completely suffocated by the extreme limits of a landing page, here are the benefits:

  • It gets rid of all the shiny objects and focuses the visitor’s attention on converting.
  • It fulfills the promise of the ad, thus building trust between the visitor and your company.
  • A landing page can be split tested very easily, so you can use actual data to increase your conversion rate.
  • You stop exhausting your visitors’ patience. You already asked them to click on the ad – which they did – and sending them to your website is asking them to make more decisions and more clicks.

What do all of these things equal? ROI. Better conversion. Less overwhelm. Happier customers. Less stress for everyone all around.

PPC ad leading to landing page

So let me ask you one more time. When you set up your next online ad (or marketing campaign of any kind), are you going to send your audience to your website?