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The Ultimate PPC Landing Page

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This article was written by Ted Dhanik

Devising the ultimate landing page requires thoughtful attention to the goals of your campaign, the potential benefits for the customer and frequent testing.

Set a Goal

The first step is to figure out the goal of your banner advertising campaign. This helps you set a strategy for customer acquisition. For example, content marketing can be an effective tool if you plan to acquire leads for software as a service. A free eBook that shows how your software can benefit enterprise users, with relevant stats and instruction, could be a valuable resource. Users might be more willing to exchange their information for your bonus, as opposed to just looking to buy software.

Define the Benefits

The key is to define benefits that are relevant to the user. Identify those sensitive spots, then attack them with useful selling points. If we use the software example, one could argue that the software service would reduce a company’s investment in training and allow employees to focus on important tasks. You should point to specific benefits of your product and directly relate them to the customer’s needs. In display advertising, you may only have 50-70 characters to effectively do that. Use your landing page to finish the story your banner started.

Test, Test, Test!

You should be running tests frequently to ensure that you keep your copy fresh and inject new keywords and targeting into your campaigns. Remember, an A/B test uses two similar landing pages to form a comparison. To conduct a proper A/B test, change only one element of your webpage.

Bio: Ted Dhanik is the co-founder and President of engage:BDR. With experience in direct marketing for brands like, Ted Dhanik has been developing businesses with web marketing for fifteen years. Find out how to improve your marketing efforts with advice from Ted Dhanik.

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