Content

First and foremost, your landing page needs to be direct, focused and coincide with your online marketing campaign. The content on the landing page should correspond to the key phrases/keywords used in the ad, notifying the searcher they found exactly what they were looking for. Start with a clear message answering: Why are they here? And keep that message short.

Landing pages should state the obvious in the easiest way without confusing your searcher with complicated jargon. Your searcher should be able to scan the content and understand exactly what they are viewing. This is supplementary information pertaining to why they clicked on your ad. They are on your landing page because they are interested in learning more about a specific product or service you offer. Don’t try to up sell multiple products here. The message must be focused.

Call to Action

What are you looking to accomplish?  The ‘Call to Action’ should be clearly displayed throughout your landing page, enticing your search to turn into your next potential customer.  Phone number, contact us form (keep it short), email subscription box, are the focal points. Make sure the searcher understands exactly where and how to connect with your business.

Simplicity

From PPC ad –> to landing page –> to call to action, the process should be quick and painless. The landing page needs to continue the story of your PPC ad,  offering the most information concisely, in the most readable format and in the quickest way. A slow page load time will deter your searcher from staying, so keep the graphics light. Also, the least amount of navigation the better. You don’t want your landing page to have distractions or information overload. Remember, your end goal is a conversion, no need for the smoke and mirrors.

What tips and tricks work best for your landing page?

The article, “Search Ads Convert Better With Display”, gives Kahn the opportunity to discuss the many advertising services which eZanga provides, as well as why advertisers should turn to the company for all of its marketing needs:

“Our new eZanga Display product is not only another place to buy display on premium sites (Yahoo, LinkedIn, CNN.com, BusinessWeek, Facebook, etc) but also offers our customers some advanced optimizations,” he said. “We can optimize a campaign based on the phone calls we generate, online sales, leads or fill in forms. We are not here to focus on impressions or clicks (any network can do that) we are here to focus on conversions, both online and offline.”

The article goes on to examine the future of display advertising in difficult economic times and how eZanga has been able to maintain growth over the past year.