How strong landing pages fuel paid search success

November 09, 2022

Troy Lightfield
Landing pages can offer more benefits than just boosting organic traffic. By properly preparing the landing page, marketers can leverage it within their brand's paid media campaigns.

How strong landing pages fuel paid search success

When building a landing page, many marketers think about the benefits it will provide for their organic traffic. However, boosting organic traffic is not the only benefit that strong landing pages can provide. By utilizing optimized landing pages for paid search campaigns, marketers are able to enter a new world of web traffic conversion. In fact, one-in-ten users who make it to a landing page will become a potential customer or lead (Unbounce). However, in order to elevate a brands’ presence with landing pages, marketers must develop pages that are helpful to searchers. Want to learn how? Here are five important considerations marketers must implement before leveraging a landing page within a paid campaign. 

1. Satisfy the user’s intent 

When consumers complete a search query, they are on the hunt for answers. When leveraging a landing page for a paid search campaign, it is essential to satisfy the consumer’s intent and answer their questions. This is not a one-size-fits-all solution. It’s widely known that marketers must create relevant ad copy to capture the user, but why stop there? Customizing landing pages can increase the performance within paid search campaigns. While this might require additional work, landing pages that are relevant to the user’s query fulfill the promise that your brand will answer their question. Otherwise, they will be sure to bounce. 

2. Check off content basics 

It is important to ensure any landing page that a brand utilizes has a solid foundation. This means checking off the basics:

  • Utilizing relevant headlines & sub-headlines 
  • Write easily scanned, brief, and compelling content
  • Clearly outline features & benefits
  • Support claims with testimonials, recognizable certifications to build trust, or social proof
  • Place strong, contextual images throughout the page

3. Leverage clear calls to action 

When a user clicked on your paid search ad, you paid for their visit — so, don’t shy away from asking them to perform your brand’s desired action when they reach your landing page. By placing clear, direct, and visibly distinct calls to action, consumers will understand exactly what they are meant to utilize this page for. Reiterating the call to action within the copy and the headline, and sticking to singularly focused calls to actions, will ensure that consumers come to the landing page with a clear understanding of its purpose in their pursuit of finding the answer to their question. 

4. Optimize your offerings and lead forms  

The offer showcased on the landing page should align with the calls to action and headlines. Marketers must confirm any whitepaper, resource guide, free sample, or sales quote fits with what the consumer is searching for. This applies to the lead forms that consumers must fill out to receive the offer, too. The questions within the form fields should be short and simple — only ask for what is needed. The sales team can capture the “nice to have” information after the lead generating information is captured. But don’t forget — place the form above the fold when on the page to catch consumers’ attention. 

5. Test, test, & test again

Landing pages are not a “set it and forget it” tactic. What has worked in the past might not be what works tomorrow. Including a landing page in paid campaigns will require testing new options. Therefore, marketers should  budget for tools to track page performance. This process allows you to be alerted when traffic is beginning to drop off and it is time to test a new set up. Tracking page performance and testing new page setups will ensure landing pages drive continued success.

What marketers need to know 

Leveraging landing pages in paid campaigns offers control over the user experience and flexibility in reaching target audiences. However, it is important to set the landing pages up for success by checking all the boxes to create a seamless experience for consumers. By establishing high-converting landing pages, brands will be able to produce high performing paid campaigns for their brand.