How to Know When You Need a Dedicated Paid Landing Page
Before answering that question, let’s look into what landing pages are. When visitors click a link, they first land on a landing page. Before we answer that question, let’s define landing pages. When visitors click a link, they are directed to a landing page. Typically, the link is generated by a marketing initiative such as PPC or a banner ad. Most of the time, a landing page is not—and should not be—the home page of the main website. If you want visitors to see a page that describes the advertised good or service, your generalized home page may not suffice. A landing page can be any page on your website. Any page on your website may serve as a landing page.
According to the Google Learning Center, a good landing page for AdWords is one that is:
1. Useful and relevant
2. Simple to use
Visitors who click on an advertisement or other text link anticipate seeing content similar to the association. Visitors should find content on your landing page that is pertinent to them, or they may quickly leave in frustration. Your landing page should include useful information about the product or service that initially piqued the visitor’s interest and prompted them to click the link. To do so, determine whether a custom page is required or whether you can get by without one. SEO UK provide efficient SEO services in UK and our professional SEO company will help you to increase online presence
- First, Paid and organic users frequently have different search intentions, and each will have additional content requirements. We can divide these users into two groups depending on whether they use high-intent or low-intent keywords.
This behavior is consistent with paid users’ motivations, who engage with ads at a rate of 75% because they believe landing pages make it easier to find the information they’re looking for. People who search for high intent keywords like “best” want to make a purchase or take some other action, like asking for more information about a service, which may eventually result in a conversion.
On the other hand, low-intent keywords are more informative or directional than transactional. For instance, if a user wants to learn more about a particular subject, they are more likely to use a longtail keyword and are less likely to purchase because they are learning more rather than deciding. The user is more likely to interact with an organic SERP result than an advertisement because organic results are better suited for long tail terms. For users and content producers, these behavioral variations present a problematic situation. If you want unique and quality content marketing services, touch with us.
- Second, It is challenging to distinguish and track user behavior, content performance, and conversion-related factors when paid and organic traffic are mixed on the same page. You can quickly form a false impression of content performance without data clarity provided by closed-loop analytics, &you risk missing important KPIs due to your impaired judgment.
As a result, sending paid traffic to a unique landing page created for a particular campaign typically results in higher quality conversions. You have the freedom to defy every SEO rule, allowing you to satisfy user desires and encourage specific user actions.
Let’s examine how organic page performance can help you decide whether you need customized landing pages to reach your objectives.
Step 1: Collect and examine performance benchmarks from various data sources.
The first task is gathering and analyzing a lot of data from various sources to determine how well your organic page is performing. You would gather keyword rankings, user behavior insights, and analytics data in a perfect world. This effort pays off by highlighting the advantages & disadvantages of your organic content, even if you create a custom paid page. To learn more about page performance over time, you’ll first gather a scattering of traditional analytics data points from your preferred analytics platform. Collect the following information at three-month, six-month, and one-year intervals if your content is old enough. Given the volume of data, it is simpler to identify recurring patterns and make educated predictions about what will happen if you direct paid traffic to the page.
When choosing whether to launch a paid campaign or focus on new keywords. you can use page view data to determine how much missing traffic you need to generate. As an illustration, let’s say you currently see hundred page views per month and three conversions. If so, five modifications at a three percent conversion rate will require approximately sixty-seven more page views each month.
To determine how many repeat visitors a PPC retargeting campaign can successfully target, should you decide to send sponsored traffic to that page, you can also calculate the ratio of pageviews to unique visits.
Paid landing pages are made to be easy to use, straightforward, and focused on getting the user to take action. Lengthy or complex paid pages generally have high bounce & low conversion rates. The content needs to be altered if visitors remain on the page for more than one or two minutes without converting because it isn’t persuasive enough to do so.
On the other hand, relevant material, internal links, and other details can support the growth of organic pages to improve ranks and keep visitors interested. It’s generally not a good fit for paid users if your organic page has an average time on page of three minutes or more. You may always change the layout or style of the page to accommodate bought traffic, but doing so too fast runs the risk of alienating organic users.
Step 2: Connect your KPIs to user behavior data
After gathering and reviewing all your data, it’s important to start looking for patterns and making connections between the anticipated user behaviour and the actual user behavior your data shows. You’re in an excellent position to send bought traffic to your organic page and, hopefully, boost conversions if the two coincide.
But let’s say that the desired behaviors don’t match up. But suppose the desired behaviors don’t match. Then, you’ll need to map user behavior with specific phases of the customer’s interaction on your platform and sales graphs by building a paid page that amplifies the desired behavior based on how you observe users interacting with your organic page.
Step 3: Make a decision
You can make a decision now that you are aware of how your users interact with your organic page and some of the constraints and issues involved in driving paid traffic to organic content . Should you devote the time & money to creating a unique paid campaign or alter your organic content to target two user groups simultaneously?
The results you get from creating the paid page will probably be better and more reliable, but there isn’t much harm in trying your organic page first if you feel it’s sufficient .To see if the page performance improves, try a small test using 20 percent of your advertising budget for this project. If it doesn’t, you’ll have a conclusive response &the tools at your disposal to create a fantastic paid landing page. For more details digital marketing agency contact us.