Pay-per-click (PPC) advertising is, without a doubt, the most cost-effective way for a business to get leads quickly.

You pay for clicks, just like the name says. You put ads for your products and services on the internet, and interested people click on them. PPC is different from other marketing methods because you can see how it affects your activities right away. Also, because it has a wide range of targeting options, you can market to specific people, which helps you get high-quality traffic and leads.

But is it what you need? Putting all your eggs in the PPC basket can be tempting, but you shouldn’t. PPC shouldn’t replace your website’s ongoing SEO or content creation. In an ideal world, you’d use PPC campaigns to add to your already doing or get quick wins.

When done right, it can give a great return on investment, but knowing how to start, implement, and set up a PPC campaign can be challenging.

A B2B landing page is a page on a website that is to turn visitors into leads by collecting the name, company, and email address of a prospect through a simple form. Most people know about landing pages that target consumers and try to get them to buy a product or service. But companies don’t use landing pages to close a $100,000 sale because B2B products are expensive and need input from more than one person. Still, we all wish it were that easy!

When you click on an ad, you may be taken to a specific page called a “landing page.” It can also be the page that comes after a call-to-action button or be a website’s home page.

No matter how you “land” on a landing page, its goal is to get you to become a customer or lead. Because of this, landing pages are essential for a business’s online marketing strategy.

Optimizing a landing page is fixing problems with the page’s most important parts to improve conversions. The process ensures that all the features work well together to increase traffic and sales.

Optimization is a process that has many benefits. One of them is optimizing the page even before it goes live. Marketers can do surveys and get a general idea of what customers want to improve on the page.

Once the PPC landing page is live, it could give more information about the areas that need improvement and what else needs to get better results.

1. Make the Design of Your Landing Page Neat and Clean.

The first thing people see is your landing page. Your visitors will see this page as a representation of your brand and decide if they want to stay or not based on what they see. Because of this, you should design it to make a good impression on your visitors. You want a design that goes with your business and is easy to understand.

When you make your landing page, it should look clean and well put together. You don’t want people to come to your page and feel overwhelmed by how much is there. If they do, they may leave quickly, hurting your SEO efforts.

To make a clean page, you must figure out what needs to go on. Only the most essential information about your business should be on your landing page. This will make it easy for people to look at your website, find what they want, and stay there longer.

2. Clean and Well-organized Layout

Your landing page’s effectiveness and how well it converts will depend a lot on how it looks, feels, and is put together as a whole. Your landing page’s main goal should be to make it as easy as possible for a visitor to convert, so it’s essential that all of its parts work toward that goal, whether it’s filling out a form, making a purchase, signing up for a newsletter, or downloading an eBook.

A good landing page design uses color and images that catch the eye. Some button colors, like red or green, are said to increase conversions on landing pages. However, the most important thing is to make sure that the color of your button stands out from the color of your background.

3. Copy on Landing Pages Should Match PPC Ads.

Landing pages that work well ensure that the words on the page match the keywords and text in their PPC ads. Using the same language and key phrases repeatedly show that you are consistent and reassure visitors that they are on the right path.

It’s also important to take people straight to the content they want. If a user clicks on a pay-per-click (PPC) ad for sleeping bags, don’t send them to the camping section. Instead, it would help if you took them to the exact place they want to go. Try to meet the user’s needs as closely as possible because that’s where sales happen.

4. Use Images of Good Quality.

Images are essential when you only have a short amount of time and space to persuade people on landing pages. After all, a picture is worth a thousand words.

Use high-quality pictures that go with the goal of the landing page. For example, if the page is about mid-funnel campaigns for certain products, it would be helpful to use images of those products.

Ensure that the images work well on all devices—especially mobile, which is becoming more and more common for online shopping. Images should fit nicely on the phone without zooming out or scrolling down.

5. Give The Offer As Soon As Possible.

Every landing page has a goal a business wants to reach and an offer that visitors are interested in. It would be best if you tried to immediately ensure potential customers get what they sign up for.

For example, if you offer downloads in exchange for contact information (email address, phone number, etc.), you can use a thank you page that shows up as soon as a user submits a form.

With WPForms, when a user clicks the “submit” button on your landing page form, you can show a “thank you” message. You can change the “thank you” note to include a link to the download so that users can get to your landing offer immediately.

6. Use Reviews to Build Customer Trust

How often do you read customer reviews about a service or product before deciding whether or not to buy it? If you have, you know how critical online reviews are and how they can directly affect a business.

To put it simply, people care what other people think. BrightLocal did a study that showed 85% of customers trust online reviews as much as personal recommendations.

7. Take Out The Words That Aren’t Good.

A critical part of a successful pay-per-click (PPC) campaign is deciding what not to target and where not to show up. Negative keywords come into play at this point.

Negative keywords are search terms for which you don’t want your ads to appear. When choosing negative keywords for search campaigns, look for terms similar to your keywords but may be used by people looking for different products or services.

For instance, if your keyword is “POS software for restaurant,” you don’t want to show up for searches like “Free POS” or “POS for retail” that have nothing to do with your product.

8. Keep Writing Brief And Sweet.

Post-click landing page copy shouldn’t have too many paragraphs that don’t add anything. It works in the same way as the CTA. Your landing page copy should say what you need to communicate quickly and in the right tone and style. Using bullet points can help. Also, quotes, case studies, and testimonials are good ways to get people to stay on a website longer. So if you can, add some proof from other people. You will also get a better quality score if you use optimized keywords in your ad copy.

9. Keep It Easy.

Many e-commerce sites make a big mistake by putting too much information on their landing pages. It might help show the customer more than one product, but it’s also confusing and tiring.

Keep your landing page’s design simple when you’re making it. Only keep the most crucial text and one or two images that go with it. Make sure the photos don’t take away from the text. If the design of your landing page is simple, it will be easier for potential customers to find their way around and, hopefully, make a purchase.

Overall,

B2C and B2B marketing aren’t as different as people think. The idea that people in business are emotionless robots who only make decisions based on logic is wrong. They are still people, after all.

Finding the right balance is the hardest part of B2B marketing and making landing pages that work for B2B. Your leads will be more likely to buy if your first appeal to their emotions and then reassure them with sound logic. This is true for B2C leads, but getting the balance right to increase the B2B landing page conversion rate is much more complicated.

Conversion optimization is a science, so if you need help, it’s best to hire natural scientists. The same is valid for landing pages—also, it’s a science. If you want to be successful, you must use a design based on data and a method based on evidence.