Create the Best PPC Landing Page in 7 Easy Steps
If conversion rates really matter to you, you should be aware that every marketing campaign has to have a dedicated landing page. This is particularly true with regard to PPC where you have to pay for every single click. Ask any PPC company and it will tell you the same thing. However, it is not enough to know that you should use a landing page. You also have to know how to craft one, so that your marketing efforts rise above the average and become exceptional.
There are seven steps to creating an effective landing page. In order to explain them better, let me create a fictitious organization first. Let’s name it SaaSProject. It is an online solution for project management, specifically created for SaaS (Software as a Service) businesses. The message they want to convey is that their platform has been specifically designed for the online software industry and comprises features closely associated with how SaaS businesses function.
Setting Your Campaign Goal or Objective
The main aim of this campaign will be to accumulate leads, by offering informative content about handling SaaS projects.
Majority of the marketing done by SaaSProject is content marketing. Thus, a PDF guide on the subject will be written so that it can be given away in exchange of data gathered from people.
Another objective is to get the maximum number of leads possible for opting in to watch a demo of the product. This goal can be achieved in two ways, both of which will be explained by me when I come to the page design.
Explain the Pain of the Customer As Well As Its Relief
Penning down a pain statement enables you to concentrate on the needs of your customer, and also express better how that pain is addressed by your solution. Let us try to understand it better with our example.
The Pain
Software for project management is either very complex so that no team member wants to use it, or too simplistic so that it is not configurable enough to do what it is required to.
The Pain Relief
SaaSProject was particularly designed, keeping in mind a SaaS business model. Its functionality is role-specific so that it directly speaks to designers, developers and advertisers. There are comprehensive to-do lists for developers with complete Github integration. A PSD can be uploaded by designers, which changes into a sequence of layer previews intended for stakeholders. Again, writers have versioning, copy commenting as well as approval modes. What is more, there is a 10,000 feet-view mode for the project manager for easily managing the project with one view.
You are really enthusiastic about starting this organization with me now, right?
A balanced approach is given by these two accounts for narrating your story. Your prospects have to be addressed in a way that is understood by them, based on consideration of their most important concerns.
Write an Engaging Campaign Story
Next, you have to create a compelling campaign story that weaves the pain as well as the pain relief descriptions together into a narrative which you can use as a parameter first for the ebook and then for your landing page.
How to Write an Effective Campaign Story?
Make use of a story skeleton to simplify the writing process. The Freytag Pyramid defines a common plot structure, which involves breaking a narrative down into five stages, namely: exposition, rising action, climax, falling action and conclusion. This structure can be used to craft your base story, after which it has to be translated into the functional parts of a landing page.
This is a guest contribution from Poulami Ghosh of PPC Ads Management.
