Landing Page Mistakes to Avoid in Your PPC Campaign Management

Misdirection. Your landing page is essentially your conversion page. Therefore, put your PPC campaign management to the test and try to avoid the problems if at all possible:

• Landing page circumvented. Your landing page should not be the gateway to yet another landing page. Conversions are made from this page, so do not have your visitors searching through links to reach their final conversion destination.
• Overlinking. Do not treat your landing page as a one-page-serves-all for all of your site traffic. Good PPC search engine placement directs visitors from multiple origins. Your landing page for each PPC search engine placement link should direct traffic to relevant landing pages rather than a melting pot of PPC patrons.
• Matching messages. Good PPC campaign management and PPC tracking helped you attract and follow your site traffic. Make sure your landing page contains the same message as your ad to avoid confusion on the part of the visitor. Confusion rarely leads to conversion.

In order to utilize any of the many available PPC tracking tools, your landing page must be avoid sending your web traffic on a wild goose chase.
Call to action. Successful PPC campaign management includes a well-constructed call to action. It is up to you to tell your visitors what you want them to do. Skip these landing page no-nos as you plan your call to action:

• Not enough. A call to action that is concealed behind bland designs or useless text and graphics will get you nothing but a quick bailout. Draw attention to your call to action with concise directions and color graphics that lead the eye to the next step.
• Too much. Giving visitors a choice is sometimes a good idea if limited to two options. Providing a laundry list of options begins to look more like work to a potential customer and will direct them straight to the great escape.
• Out of place. Your call to action should be a focal point of your landing page. Keep it "above the fold", or in the upper half of your landing page to avoid losing those visitors who quickly lose interest.

Your call to action must be perfected in order to convert your site traffic into sales. Skimping on design and layout will transfer money from your pockets to your competitors'.
Junk in the trunk. Your landing page is not a free-for-all. Keep it simple to help your visitors get your message out loud and clear.

• Unnecessary information. The exchange of information should be well-defined and understood by both parties.
  • Collection. Collect only the information you need. Do not ask for phone numbers for an email campaign.
  • Provision. Provide only the information that will benefit your customers. Fulfill their search needs and they will be more likely to convert.
• Testimonials. As simple as it may be, a testimonial can be a deciding factor in the conversion of some customers. Include relevant testimonials to lend credibility to your campaign and ease any apprehension of your visitors.

There are plenty of do's and don'ts to solid PPC campaign management. Once you have established a reasonable PPC search engine placement, take advantage of PPC tracking tools and monitor your landing page results. Modify those areas that may fall into the key areas that you need to avoid when creating your PPC landing page.

*Image credits to B a m s h a d