Are You in for a Safe Landing? - PPC Landing Pages

You've paid for your ticket and your ads are up on GoogleAdWords and Yahoo's Overture, but have you set up a safe landing foryour clients?

Run a test landing. Do a search and find yourPay Per Click (PPC) ad in Yahoo or Google. Click on it. Where does itbring you? Your home page? I hope not. You should create a specificlanding page for your PPC ads. A landing page is the page you create toconvert your PPC traffic into sales. This page should get yourpotential customers (that you have already paid for!) to go exactlywhere you think they want to go.

Here are some tips to create a good landing page:

1) Focus! Focus! Focus!

Thelanding page should be about your product or service. No links to othersites, no advertisements, no "how do you do". When people arrive atyour landing page, they should already be predisposed to buy (since youwrote such an excellent ad to get them here in the first place) and aretrying to either:
a)Get more information about your product or service
b)Find the "Buy now" button
Usethe search term on the page, because searchers will key into thesection of the page with their search term. If the search term is "buyskidoo" then have a button that says "Buy Skidoos Here".
Don't distract them - give them what they want.

2) Customize your landing page

Usea different landing page for each group of keyphrases. If you sellseadoos and skidoos, don't use the same landing page for each. Create anew landing page for each product (or each group of products) and sendthe clients directly to the page they are interested in.

3) Give them information

Ifthey are not yet sold on your product or service, then they are goingto be looking for more detailed information when they arrive at yourlanding page. Give it to them. You have to convince them that you havethe perfect product or service to solve their problem. If they run outof information before they make a commitment to buy, then you have lostthem. Nobody will spend money until they are convinced that yourproduct or service is the right choice for them. So prove it.

4) Tell the reader what you want them to do

Usecalls-to-action. If you want them to buy your product, than tell themoften how to do it ("Click here to buy"). If you want them to call you,post the number up with instructions ("Call us now at 1-877-717-3667").Repeat it throughout the text, then again in big and bold at the end.

5) Use graphics

Usepictures to sell your product or service. Pictures of the product orpictures of satisfied customers sell. Use them - and use them often.

6) Run tests

Setup two landing pages to see which one converts better. Set up twoidentical ads and send one to each landing page, then compareconversion rates for each page. Figure out why one converts better andtry to improve the other one. Then, run more tests until you arecompletely satisfied with the results.

Set up your landingpages so that your potential customers arrive for a safe landing. Ifall goes well, they will step out of the plane with their credit cardsalready in hand - and their money almost in your pocket.

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