Olga Patton

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Simple Tricks to Optimize Your PPC Landing Pages

A PPC advertising campaign enjoys complete success only when it facilitates enough conversions. The search engine ads can direct traffic to your site but what if the landing page fails to engage and convert the leads and meet their expectations? The efforts, time and money you put in are simply pushed down the drain. On the other hand, a well-optimized landing page can bring in the benefits like:

·  Better experience for the visitors

·  Decreased bounce rate and increased stay time

·  Improved Quality Score (that encourages Google to show your ads more frequently)

·  Better rank for your ads

·  And of course, more conversions

Whether you run an AdWords eCommerce campaign or a PPC campaign for a law firm, here are some simple and effective ways to make the landing pages perform better.

Remove the Clutters

A good landing page is one with a simple and clean look that follows the right layout in an extremely smooth flow. No flashy elements and no gaudy colour schemes! The highlight should be the offer a visitor has come looking for.

Establish Ad-Landing Page Congruency

Most landing pages fail to keep up the promise made by a PPC ad. To maintain relevancy, the landing page may:

· Have the same headline as the ad

· Extend the offer in continuation. For example, if you are an attorney PPC agency, design a landing page with a headline like ‘15 Years of Experience in Divorce Cases’ corresponding to the directing ad with a headline ‘Experienced Divorce Lawyers’.

Explain how you offer to solve the problem or address the query if the visitor takes the prescribed action

One Ad One Landing Page One Purpose

Only and only one ad should direct to one landing page as it would allow you to target the right keywords more specifically and track the PPC ad performance. Going further, each landing page should focus on one specific action. Don’t bombard the visitors with tasks like ‘Read a Guide’, ‘Contact Us’, ‘Subscribe to Newsletter’ and more all at once.

What Should It Have?

The landing page should have elements like:

Image: Choose one top-quality image which is relevant to the product/service you are offering

Video: A short and crisp video highlighting your offer engagingly can influence the viewer to take an immediate decision

Trust and Social Proofs: Trust badges, testimonials and proofs like ‘number of downloads’ may work in your favour

CTA: Well-designed, strategically-placed and aptly-visible call-to-action buttons draw desired actions

What Should It Not Have?

Avoid on your landing page the things like:

· Heavy menus and navigation links. Let the focus be on the specific action of that page

· Scary form lengths. Making them fill too many form fields may turn off their interest

What Else?

· Make sure that the landing page loads fast

· Design it to be mobile-friendly

· Conduct A/B testing for different designs and select the best one

· Don’t hesitate to tweak and adjust the content for a personalized experience

Consult a PPC advertising specialist like AdWords PPC Expert that has expertise in AdWords eCommerce and is a reputed dentist, plumber and attorney PPC agency. Optimizing landing pages for better PPC returns is among their many fortes.

[olgapatton-blog]

Why Ad Extensions Should Be a Part of Law Firm PPC Advertising?

Google acknowledges a 10-15% increase in the click-through rate (CTR) with every single ad extension to the PPC ads. These free-to-use ad tools can boost the performance of PPC advertising for lawyers and legal marketing by:

· Adding more information to the ads

· Making the ads look more authentic

· Encouraging viewers to take instant decisions

· Personalizing the ads for different viewers and

·Improving ad’s visibility, rank and of course, the CTR

Considering that law firms win business from the local audiences, ad extensions make even more sense for their PPC campaigns. Find out why.

Call Extensions - Make People Contact You

Adding a phone number to an ad may make your law firm easily accessible to the audiences looking for immediate legal consultation. It not only leads to better customer engagement and trust-building but can also play an important role in conversion tracking. After all, you get the valuable contact information of your prospective clients this way. You can take it to another level by adding appropriate call hours so that no call goes unanswered.

Sitelink Extensions – Drive People to Specific Site Pages

Sitelink extensions can be a great law firm PPC management tactic to take more search traffic to different web pages of your legal site. For example, you may use links to pages talking about different areas of legal practice your firm specializes in, like divorce, criminal, real estate, civil law and so on. Consider that someone is searching for a divorce lawyer and he or she comes across your ad with a specific link to your site’s ‘Divorce’ page, chances of getting the valuable click increase significantly.    

Location Extensions – Guide Them to Your Office

A client interested in your law firm’s services is most likely to pay a visit to your office. So, when he or she searches for legal firms (especially those ‘near me’ searches), why not allow your ad to provide information like address, phone numbers, nearby landmarks and so on. The added advantage of this extension is that it displays your business’s information across different formats, including Google Maps.

Ratings, Reviews and Social Extensions – For Brand Building

Building trust and brand value can be one of the many goals of PPC advertising for lawyers and legal marketing. If your ads display information like reviews from your past clients and customer ratings, they can flaunt your firm as a reputed one in the region. Going further, the information like how many Google+ followers you have can add more value to your firm’s presence in the searches. After all, reviews, ratings and social media popularity indeed influence the customer decision.

Callout Extensions – Highlight the Selling Points

Do you want to highlight your firm’s experience or your lawyers’ expertise? How about adding call-to-action lines like ‘free consultation’, ’24 hours support’ and more? All this is possible with callout extensions that make your ads more attractive. These can quickly grab attention and may also help in offline conversions.

To make the best out of these ad extensions, you must hire professionals like AdWords PPC Expert who are experienced in using different PPC tools. The firm offers services in PPC consultation, law firm PPC management, white-label advertising and more.