The second piece of the ecommerce PPC puzzle, the landing page, is just as important as the ad itself. The messaging of the landing page should be 100% related to the messaging of the ad. Misalign them and your user might bounce and Google will penalize you and lower your ad quality score. This will mean reduced ad visibility and higher CPCs.
Before we talk about what to do with landing pages, there are two things you should never do:
- Don’t send users to your homepage. You might have a great homepage but landing on one usually requires the user to “start again”—they’re presented with too much general information, CTAs etc.
- Don’t send users to an ordinary product page. Think about your own search behavior: When was the last time you bought a product, especially a high-cost product, after clicking a search ad for the first time?
The trick is to create bespoke landing pages for your campaigns that expand on the message of your PPC ad. Creating multiple landing pages might seem labor intensive but remember that you can create unlimited, simple pages with Shuup.
If you’re selling a B2B SaaS product, create a landing page with a short product video, a list of USPs, and some social proof. Remember, if you highlighted a certain feature in the ad, tailor the landing page content to that feature and how it solves certain pain points.
If you sell physical products, create a landing page that showcases the product. Talk about the features, benefits, and use cases.
Whether you’re selling physical or digital products you can still add straight conversion elements. Always give a user the opportunity to buy outright but don’t present it too aggressively. Other conversion opportunities would be using a pop-up to offer a piece of content or a discount code in exchange for an email address.