Our Toronto PPC Management Service focuses on conversion rate optimization by designing, testing and managing your PPC Landing Pages in addition to the traditional PPC Management Service. Why? Because sending your best prospects to the homepage is like being dropped off at the main entrance with minimal instruction or guidance as to where to go next.
Hypothetically, let’s say that you are an accounting firm owner in Toronto, Ontario and you are running and managing a Google AdWords PPC campaign as part of your digital marketing strategy. The user sees your ad after searching “Physician Accountant Toronto”. When the prospective customer clicks your ad, they have started to build a relationship with you. The landing page must acknowledge this intended search and reinforce the ad to let the customer know that they are in the correct place.
Before you actually get started on creating a landing page, you should plan the layout of the design. The areas that need to be planned out are:
Where will the text go
Where will the buttons go
What images to use and their placement
Where the call-to-actions will go (at least two)
Where you will be using testimonials or other credibility boosters
Other design elements
It is extremely important to plan out how much of your content will be seen “above the fold.” In other words, this content is what the user will initially see on the screen without having to scroll down within their web browser. Remember that the design of the landing page should exclude extra or additional options including bulky navigation bars, visual clutter such as a sidebar that may appear on every page, or unrelated options such as links to other pages. These extraneous elements are omitted so that the user can focus on a very specific and targeted message that includes supportive visuals. Distracting elements may tempt visitors to click on these links and lose their initial intended focus when clicking on your page. When it comes to design, think simple, clean, and professional. Use a one-column format to increase reading comprehensions and use margins. You can also create a two-column layout within the page and use left or right columns for supportive information, testimonials, and bulleted benefits. This will help reduce the anxiety of clicking the order now button. Nice looking pages with good use of space read better then dense-looking formats. In addition, use the same color palette and visual elements from your ads on your own landing page. This also assures your prospective customer that they have landing in the right space. This is especially useful when you are using display network ads.
Ultimately, the message and purpose should be clear and easy to understand to your prospective customer, the Toronto Doctor, in this case, within Toronto, Ontario. This also means you can include Local factors that would be understood by your target audience such as “located 5 KM north of the Rogers Centre.”
The Headline Could Read “Trusted Professional Accounting Advice For Toronto Physicians Since 1983.” This title is beneficial for several reasons. Firstly, it not only acknowledges that the customer is in the right place by sending the prospective visitor to a very targeted and specialized landing page, but your title also starts to build credibility because your firm has been around for a long time and claims a specialization with professional corporations for physicians within Toronto, Ontario.
The goal of the headline is to get the prospective customer to read the next sentence. It’s as simple as that!
Generally speaking, keeping the first paragraph short is good practice. 2-3 lines are acceptable, and not longer than five lines depending on your font face and font size. This may vary depending on layout and other design style elements. The page should flow and naturally progress to allow the reader to follow your copy. The content should be “scannable” and using bold typeface and bullets is recommended to make it easier to scan. Bullets can be graphics presented next to a subtitle with a short one to two sentence description.
For the landing page itself, it is also important to keep the most important points at the start of each paragraph. The Same rule of thumb applies for bullets.
Keep in mind that the reader is likely to scan your landing page. Knowing that people read the beginning and end of your copy, keep the most important points at the beginning and summarize them near the end.
Ask for only the information needed to complete the desired call to action. An up-front incentive can be used as a tactic to collect people email address in exchange for a free report, webinar, audio seminar, e-book chapter, or other instant freebie. For example, if you have a call to action to download a “Top 10 Things You Need to Be Ready For In 2016 for Your Medical Professional Corporation in Toronto, Ontario” PDF download you should only be asking for a name and email address, because that is the least amount of effort required by the user to perform the call to action. It may be tempting to ask for the phone number or other contact details, however, this will come at a cost of decreased conversion rate for the overall campaign.
The goal of the conversion is to give the customer download the PDF booklet as well as to download a pixel to their website browser that will allow you to use remarketing techniques to advertise further directly to the audience that only performed the call to action. This way your advertising efforts are only invested in targeting the prospective Toronto Physicians who have already been to your landing page (are familiar with your brand) and downloaded the “Top 10 Things You Need to Be Ready For In 2016” for Your Medical Professional Corporation in Toronto, Ontario” PDF booklet, rather then spending a larger budget on a mass campaign hoping that physicians in Toronto, Ontario see your advertisement.
Our Toronto PPC Service is strongly focused on managing your PPC campaign to get the best possible results, period. We test everything and don’t make assumptions. Implementing best practice and experience is a great start, but its just that. Testing includes headlines, call to actions buttons, colours, images, and layouts.
Our Toronto PPC Management Experts will also speed optimized landing page. We strive for a max of 5-second load time. We achieve this through image optimization and compression techniques. Your page will be reviewed by our conversion rate optimization experts for images to ensure your page doesn’t contain excess or unnecessary images. For images, you can use your product image, your logo, as well as an image of your location to make it easier to find you. Make the images clickable and include a benefit focused caption, when appropriate.
Three Part Landing Page Test
What is the product or service offered
What is the call to action
Does the company seem credible
The purpose and call to action should be identifiable by the reasonable person, so feel free to ask anyone. Following our example, the average person should answer:
that the service offered is accounting services for physicians located in Toronto, Ontario
the call to action is an initial “what you need to know” free booklet about tax changes
your company has been in business for a long-time and is established and has testimonial and is a CPA designated accounting firm
If the average person answers don’t match up with your STOP immediately and go back to re-thinking your landing page. If the layout, design, content and images do not assist with the three objectives along with the landing page guidelines, then you will need to make changes to your landing page and continue testing. Good design with a strong and targeted message with a clear call to action makes a great landing page.
Our Toronto PPC Management Service focuses on conversion rate optimization by designing, testing and managing your PPC Landing Pages in addition to the traditional PPC Management Service. Why? Because sending your best prospects to the homepage is like being dropped off at the main entrance with minimal instruction or guidance as to where to go next.
PPC Management Services for Landing Pages
Stop sending people to your homepage. Sending traffic from a PPC campaign to your home page is ridiculous. If you are running a Toronto-based PPC campaign, an email marketing campaign, or just sending a newsletter it smart to send your traffic to a specific landing page.
Why PPC Landing Pages Are Important?
The home page has too many options that can easily distract the visitor. Landing pages outperform home page conversation. Higher conversion from your landing page translates to more profit for your Toronto-based store and increase in online membership registrations, ebook product downloads, etc.
Why PPC Landing Pages are Powerful?
A properly designed landing page is super targeted and specific. Aligning the right message to a specific segment of your customers. Keep in mind that a landing page is a tailored web page that you want to send traffic to get action.
Critical PPC Landing Page Components
A Great Headline
Engaging Content
Specific Landing Page Layout
Clear Call To Action
Demonstrate Credibility
The Headline
The Headline is the first element of the page. You have to catch the visitor’s attention and live up to the promise of your advertisement. If you are advertising tax time explaining a new benefit that can help new families, then it should be clear that the visitor is in the right place. If the headline is awful, the visitor may feel misled and leave your website and continue searching elsewhere. It is good practice to reference the place your visitor came from matching the language. Making the reference to your ad not only keeps the visitors engaged, but also keep the interest targeted towards the subject of your landing page.
PPC Landing Page Design
Consistency with your website theme is appropriate but lose the clutter. Successful landing pages lose the bulky menu, limit extra information and focus on creating a specific message geared towards conversion. A professional design and layout using font, colours, and images tailored to the specific audience. Don’t forget about the use of shapes to help with the flow of viewing your pages as well as colours to draw attention. The size of the images and elements also matters. The position is just as important especially when we are talking about near the call to action button.
Clear Call To Action
Ask for one particular thing and make sure it is clear and easy to understand what you are asking for. Make sure your call to action and important information is above the fold because 80% of users may not scroll down if the initial information, design, and headline is not appealing to them. It is goo practice to tell your visitor what they will need to do. Use at least two calls to actions one above the fold at the top of the page and one near the bottom.
Demonstrate Credibility
Building trust through credibility is important. Never assume everyone knows who you are and know what you do and how you can help them. Testimonials, video reviews, affiliation with associations. Not everyone will instantly understand the benefits of what you are offering so presenting it in a clear way with elements that demonstrate your credibility. The number of subscribers, subscriber testimonials, reviews, and media mentions, etc.
Engaging Content
It is good practice to write in the second person and use “You” and “Your.” Digital Shift continuously rewrites company pages from “We” to “You.” If you are creating a list of benefits with more than three points, use a bulleted list. Bold items when necessary since most visitors will be skimming your home page looking for headings that they are interested in. Rule of thumb: longer copy to close a sale and shorter copy for a subscription sign-up or something free.
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According, to our Toronto SEO Expert the first requirement of pure organic SEO for your Toronto-based business is links, and guess what “local” links matter too. Creating content that people find share-worthy is key. Links can be social links, local Toronto-based links to partners and affiliated businesses, as well as links to others. Links on social networks are great signals of high-quality content, which is what Google wants at the top of its search engine results.
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