GET YOUR PPC THERMOMETER CHEAT SHEET
Avoid the common mistake of treating all PPC visitors the same in terms of ads and landing pages you use.
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You know what the best part of PPC landing pages are?
The ability to control the traffic down to the geography, device, keyword, and more.
This allows you to take advantage of some fairly magical CRO ideas that help you get higher conversion rates. All ones that we use for our clients here at KlientBoost.
We’ve partnered up with Unbounce to give you these uncommon PPC landing page tricks so you can spend more time making money, and less time trying to be David Copperfield.
P.S. A lot of these tricks are covered in our Unbounce workshop webinar. You should watch it after you’re done reading 🙂
Appearing to be local can help to increase conversion rates quite a bit, even if you’re a national or international advertiser.
By breaking down your campaigns based on city or state specific areas, you can showcase local area code phone numbers or mention the visitors location on the landing page.
It’s simply a way to be more relevant to your visitor.
Here’s an example of how using local phone numbers vs 800 numbers attracted more conversions:
With DTR, you can appear even more relevant by tailoring your landing page to your ad copy and keywords.
By inserting DTR parameters into your PPC URLs, you’re able to create a single landing page that’s more relevant to 100+ keywords.
Here’s an example of two different keyword searches with the same intent:
Might seem counterintuitive, but adding more fields and more steps to your forms can boost your conversion rates.
The magic lies in two truths that we’ve seen across 100+ clients where we use Unbounce:
Here’s what we do with our own multi-step form on KlientBoost.com:
Even if the zip code isn’t required for you to qualify your visitor, it’s a non-threatening initial question that can not only engage the visitor.
The secret sauce: Start with the lowest threat questions on your forms and make it at least a two step process, saving name, email, and phone for the last step.
You can see more examples of our multi step landing page designs on our Dribbble page.
Where are your landing page visitors coming from?
Some visitors might come in from a cold place, like one of your display ads while looking for something else. Maybe they were attracted to your ad and clicked out of curiosity vs. actively seeking you out.
Others might come from a warmer place wby intentionally typing in specific keywords in their search.
This matters a ton.
Because depending on your visitor’s origination, their conversion intent varies.
This means that you can’t use the same landing page or the same call to action for all your PPC traffic.
To make this easier to follow, we created a PPC Intent & Threat Scale that also shows which call to actions (CTA) are more likely to work depending on the PPC traffic source.
Adding location-based visual cues, whether subtle or obvious, can help you to appear local as well. By testing out various hero shots that show off signature elements of where the visitor is located, can help out quite a bit.
For a roofing company that operated in several states, we tested out home specific hero shots:
So you know your PPC campaigns are getting conversions, but you’re not sure which keywords and audiences within those campaigns are making you the bucks.
What’s the point of all those conversions if you can’t tie them back to sales that happen offline?
Setting up Google’s ValueTrack parameters and using hidden field sales tracking can help you better understand and track what’s happening with your conversions in terms of sales and revenue streams.
Sidenote: This doesn’t apply to eCommerce pages since the conversion is the sale, but applies to lead generation and SaaS companies.
You can uncover a variety of insights when a visitor converts on your page by connecting hidden field sales tracking to your landing page – things like:
What to do once you have all these juicy details?
Link it back to your CRM and your sales stats to find out which part of your PPC efforts are actually making you money, not just driving conversions.
Customizing your PPC landing pages to specific granular levels can give you even more control over your ad spend.
Testing out these tricks on PPC landing pages can easily help you improve your conversion rates.
You can spend more time and money on the moneymakers and stop investing on the elements that aren’t working.
As always, keep in mind your visitor’s perspective and speak to their stage in the decision-making cycle. Consider where they came from, where they are in the decision-making cycle and find out what motivates them to convert on your CTA.
When it comes to PPC, the first person I turn to is Johnathan Dane. He and his team cut through the bullshit and get straight to the point with the goal of making you more money. Work with him."