When it comes to running PPC campaigns on HTR, the MOST IMPORTANT thing you can do is make sure that the landing page you are driving your traffic to is optimized to convert.
Your HTR PPC campaigns can generate traffic but if you're sending that traffic to a landing page that isn't converting then this is going to have a negative impact on the leads you can generate and your ad performance/ROAs.
This article breaks down the best practices for PPC campaign landing pages to make sure that you're setup for success.
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Critical Tips to Boost PPC Campaign Conversion
☑️ Make sure to drive traffic to a dedicated landing page (vs your home page)
☑️ Make sure your messaging is clear, simple and literal
☑️ Focus on the above the fold hero section
☑️ Make sure you only have one clear CTA and that its above the fold
☑️ Make sure you have a way to track conversions
☑️ Monitor and optimize your landing pages over time
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PPC Landing Page Best Practices + Optimization Checklist
1. Setup & tracking best practices
| Best Practice | Description | Examples |
⬜️ | Dedicated LP | Do you have a dedicated landing page to send PPC campaign traffic to? | |
⬜️ | Intent matching | Does your landing page match the intent of the user? | |
⬜️ | UTM Tracking | Did you add UTM tracking links to your PPC campaigns so you can properly track traffic and conversions sent via your campaigns? | |
⬜️ | Conversion Tracking | Do leads that convert on your PPC landing page get tracked with the source = HotelTechReport so you can easily monitor conversions and ROI in your CRM? |
2. Nav bar best practices
| Best Practice | Description | Examples |
⬜️ | Simplified Nav | Does your landing page have a simplified version of your website navigation? |
3. Hero Section
| Best Practice | Description | Examples |
⬜️ | Tagline | Does the hero section have a simple + literal tagline that matches the intent of the user? | |
⬜️ | CTA | Does your hero section have only one CTA? Does it visually stand out and is it clear for users? | |
⬜️ | Styling | Is the design of the page simple with clear contrast and padding between elements to improve readability? | |
⬜️ | Form fields | Are your form fields in a container to separate them visually?
Have you reduced the step 1 to as few form fields as possible? |
4. Follow the PPC campaign landing page success formula for remaining sections
| Best Practice | Description | Examples |
⬜️ | Social Proof (Logos) | Does the 2nd section (after your hero) include social proof via client logos? | |
⬜️ | Product Info | Do you have visual and easy to understand product details below the social proof logos? | |
⬜️ | More Proof | Do you have a section with targeted references, testimonials, case studies or reviews? | |
⬜️ | Footer | Do you have a page footer to professionalize your landing page? |
Want to find more examples of best of breed SaaS PPC landing pages?
Search for a highly sought after keyword on Google and click on the ads at the top View example