Generating a constant stream of website enquiries can be a difficult task, which is why dedicated campaign landing pages should be a core part of your lead generation efforts. There are a number of different elements that need to be well executed in order to create a campaign landing page that will boost the number of website enquiries.

Link Campaign Landing Pages with Your PPC Campaigns

Campaign pages alone won’t do much to boost website enquiries if no one is landing on the page. The winning strategy is to use dedicated landing pages as part of your PPC campaign, this way you can ensure that you are targeting the right users at the right time by using an AdWords campaign to promote the page for the relevant keywords.

Having a well-built landing page also ensures that your PPC campaigns are driving results because campaign pages are often the most common drop-off point in the user journey. By using a dedicated campaign landing page as part of your PPC strategy, you can generate leads using paid search in a way that will be effective and yield high-quality website enquiries.

Have a Clear Goal

The beauty of creating campaign landing pages is that you can have as many as you want (ok, there is such a thing as too many so try not to go overboard) and each one should have a singular goal. Unlike a generic page on your website, you campaign landing pages should have no distractions in the form of multiple call-to-actions, buttons, and links. It should have a clear and simple end goal – in this case: enquiries. The design of the page, copy, and call-to-action need to all work cohesively to reinforce the goal of the page. 

Write Persuasive Copy

Unlike your blogs, outreach, and even your social media content, your landing page copy isn’t here to add value for a user or encourage repeat visits, it’s here to convert. Your copy should be concise and emotive – remember people make decisions emotionally, not logically.

“Content is king” is a phrase you’ll often hear used in marketing, and with good reason. Well-crafted copy not only adds to the overall look of the page but is ultimately what will prompt a user to take action. An often missed detail when it comes to landing page content is that it should tie in with your ad copy. You want to make it clear right from the start what your offer is, so the user won’t feel mislead once they land on the page. How often have you clicked a display ad or a banner, only to be taken to a landing page that doesn’t quite match up? Mismatched copy doesn’t inspire action, and you’ll find that most users exit the page as quickly as they landed on it.

campaign landing page example

Take a look at the example above. There are a number of missed opportunities when it comes to content. The goal of your landing page is to drive enquiries, and instead of taking up the entire space above the fold with a large image, you should utilise this space by adding some enticing copy and moving the form further up the page. What you should take away from this example is that your campaign landing page needs to be fit for purpose. It’s good to have a clean design and remove any distractions, but you still need your landing page copy to persuade users to make an enquiry.

Create Compelling Call-to-Actions

I can’t emphasise enough how important it is to continually keep reinforcing the same messaging on your campaign landing pages. To persuade users to trigger a certain action your call-to-action (CTA) needs to be written and presented in a compelling manner, all the while reinforcing the same messaging as the initial ad that led the user to the page, and the page copy itself.

Optimise for Mobile

It goes without saying that your entire website design should be fast, responsive and optimised for mobile, but if you can’t quite commit to a full overhaul, you should make the optimisation of campaign landing pages your first priority. Slow-loading pages and graphics that don’t display properly are just two of the many reasons that cause mobile users to drop off before taking action, something you can easily avoid with a mobile first design. If you’ve got the resources, you should consider making a separate campaign landing page altogether for mobile devices, to ensure a good user experience that will translate into a higher number of enquiries.

mobile landing page

Optimising your campaign landing page for mobile devices isn’t just limited to the design elements. The average mobile session duration is 72 seconds so you’ll need to trim your copy to fit that timeframe. If you take a look at the example above from Human, you can see that the copy is is clear and concise, and the CTAs are specifically designed for a mobile platform. To generate enquiries, you could easily replace the two buttons with a click-to-call button and one linking to an email or an enquiry form.

Add Trust Factors and Remove Fear Factors

Campaign landing pages offer you the perfect opportunity to add trusts factors and remove perceived fear factors that might be obstacles to triggering a user action.

The most important trust factors your campaign landing page needs to include in order to boost enquiries are safety certificates, customer testimonials and a few lines about how the provided information will be used – along with a link to your privacy policy.

Perceived risk is the doubt a customer has when purchasing something – usually a high ticket item – and in this context that risk is usually how their information will be used. By adding the trust factors mentioned above, you can minimise users’ perceived risk factors, resulting in a higher number of enquiries.

Continuously Optimise

One of the biggest mistakes you can make is forgetting all about your landing pages once they’re live, then wondering why the number of website enquiries they’re generating isn’t as high as you would like. You should always treat landing pages as works in progress, continuously optimising them, and even introducing A/B testing if your budget allows.

To find out how we can help your business, take a look at our range of PPC services or get in touch with us today.

Ask any business with an online presence what their business objectives are and lead generation is sure to appear somewhere on the list – usually near the top for B2B businesses and those selling high-ticket items because their potential customers require more nurturing to convert. Whatever the nature of your business is, with Google announcing its rebranding of AdWords to make it more user-friendly, now is the perfect time to learn how you can use paid search for lead generation when looking to attract new business.

To get you started, we’ve broken down how you can use 5 different platforms to generate high-quality leads for your business.

AdWords

Officially known as Google Ads from 24 July, Google AdWords is the top dog of paid search and has been for quite some time now. When a business starts exploring PPC options, AdWords is where they’ll start. With a majority of users not being able to distinguish Google’s ads from organic search results, it remains one of the best ways to drive new business through your lead generation methods.

The reason why AdWords works so well for lead generation is that it allows you to target users at the exact moment they are searching for something. Reaching a user this early on in the conversion funnel allows you to then nurture them into a customer through display advertising and remarketing further down the line. A key thing to keep in mind is to not forget about optimising your AdWords campaigns for mobile – thanks to Google’s ‘click to call’ feature you can now add a phone number to your ad copy, encouraging users to contact you directly.

Display Advertising

Display advertising is where you can start getting more creative with your lead generation efforts. Available in a range of formats including, image, video, flash, and audio, display marketing offers a more budget-friendly alternative because you aren’t bidding on specific keywords. More experienced users can take advantage of the platform by using a layered targeting approach and setting custom affinity audiences, while display advertising novices can make use of Google Display Network’s “Smart Display” function. The highly-automated nature of smart display campaigns allows you to set up a campaign with automated bids, targeting, and creatives, to maximise your lead generation efforts.

The advert below is a perfect example of how much creative freedom display advertising gives you and a reminder that you have to think outside of the box to grab your audience’s attention:

display advertising

If you’re a new business or find that the search volume for your products isn’t high enough to warrant an AdWords campaign, display advertising can help you generate leads by targeting relevant users as they browse certain websites or by serving them ads after they watch specific videos. Ideally, if your budget permits, you would be using a mix of paid search techniques for lead generation purposes, but display advertising is a good place to start and works especially well if you can identify where your potential customers are likely to be found online.

Google Shopping

google shopping

Google Shopping might not be the first platform that comes to mind when you think of a lead generation campaign utilising paid search, but if you’re savvy you can use it to generate some high-quality leads. With Google Shopping, you can include product images in your ad and they are usually displayed higher up in SERPs, increasing the likelihood of a user clicking on your advert and putting your products in front of customers from when they begin their search. Although the primary aim of using Google Shopping is to generate sales, even if a user clicks on your advert but doesn’t make a purchase, you can use the data to inform your remarketing efforts…which nicely brings us onto our next way to generate leads.

Remarketing

It’s all well and good generating leads, but for them to have any value for your business, they need to be high-quality leads that will eventually turn into a purchase. By using remarketing, you can target users that have already visited your website and customise your ads more efficiently based on their browsing habits. When you’re using remarketing to fuel your lead generation efforts, it’s important that you offer users something of value, rather than trying to sell them something. By focusing your remarketing on a content offer, you will generate leads that are more likely to be interested in what your business has to offer and make a purchase in the future.

Let’s be honest, remarketing is basically cyberstalking – which is why it’s a good idea to add a frequency cap to your campaign if you’re going to use it for lead generation. You don’t want to drive users away by serving them the same ad 20 times a day so make sure you set an appropriate frequency cap. There’s no rule of thumb when it comes to frequency caps so we recommend looking at your historical ad frequency data to determine what the optimal cap will be for you. To ensure that your remarketing efforts are generating high-quality leads, make sure that you segment your audience in order to filter out junk leads (users who aren’t likely to ever be interested in the service or product you’re selling). Your remarketing ads should always tie back to the experience the user had with your website or the product they were interested in, in order to nurture them as a lead.

Lead Generation PPC Landing Pages

Targeted landing pages are an excellent way of generating leads, especially when combined with display advertising and remarketing. The first step to creating a landing page that will help you successfully generate leads is to establish what action you want users to take. Common call-to-actions for lead generation include newsletter signups, registration forms, free trials, and contact forms. Your CTA will be determined by the action you’re aiming to trigger and the information you’re looking to gather from users. A well-designed landing page will also support your other paid search lead generation efforts, as lengthy forms and a lack of trust are often the reason why users don’t take an action once they land on a page.

As Google Premier Partners, we’re experts in creating paid strategies that will support your business goals, fuel lead generation, and help you maximise your digital marketing efforts. To find out how we can help your business, take a look at our range of PPC services or get in touch with us today.