Where do most paid search (PPC) campaigns succeed or fail? Though it’s typical for marketers to invest more time and legwork in the mechanics of search (keywords, bid strategy, campaign structure), one could argue that the majority of PPC campaigns are won or lost at the close: the landing page. The rewards from making even slight improvements to your PPC landing pages can be dramatic. Improve conversion (click to lead) rates by just a percentage point or two and you can increase lead volume (and slash Cost Per Lead) disproportionately. In this slideshare, discover 5 tips that can make a difference, including: -How to optimize your call-to-action (CTA) -What to sell on your landing page, and how to sell it -How to write an effective landing page headline -What does and doesn't need to be included on your registration form -Why you shouldn't skimp on selling copy, and what exactly needs to be included To receive monthly tips, strategies and information on upcoming events about demand generation, event marketing, and more, be sure to subscribe to The Point.

2. Include a clear, specific call to action.

3. No “learn more.” No “For more information …” Make your offer
specific and tangible. Information offers (white papers, ebooks,
information kits) often work best for PPC because they appeal to
prospects across a broad segment of the selling cycle.
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4. Sell the offer.

5. Once you’ve decided on the right offer, sell it. Remember, it’s not
the company you’re selling, or the product, it’s that white paper
or video or webinar the prospect gets when he or she fills out the
form. If the offer is a video, show screen shots. If it’s a white
paper, include excerpts, Amazon-type page previews, even
reader reviews. The more detail, the better.
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6. Write a headline that reflects the ad copy.

7. Effective PPC campaigns start with effective, action-oriented
ad copy that’s relevant to the search term. They end with an
engaging, easy to navigate landing page that’s relevant to the
ad copy. The goal is one seamless user experience in which
every step validates and rewards the prospect’s information
needs. Avoid disconnects by keeping your message consistent.
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8. Keep the registration form short, and above the fold.

9. If you have a robust, systematic lead nurturing program in place
(of course you do) there’s no need to capture every morsel of
information from the prospect at first touch. Every required field
you add to your registration form lowers your conversion rate
accordingly. Ask for the minimum information possible, and keep
the form high on the page where the reader can see it (and act)
immediately.
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10. Don’t skimp on selling copy.

11. PPC landing pages are different in this respect from say, an email
landing page, because the reader barely knows anything yet about
your company or the offer. Be sure to include sufficient selling
copy to a) adequately sell the offer, b) address any anticipated
concerns or objections, and c) help ensure a high quality score by
offering what Google calls “relevant and original content” – i.e.
content related to the offer in the ad.
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12. Spear Marketing Group is a full-service demand generation agency
that helps B2B technology companies generate, nurture, and
convert leads to revenue. Our services include email marketing,
search engine marketing (SEM), content syndication, lead
nurturing, digital advertising, social media, and content
development. For more information, visit us on the Web at
www.spearmarketing.com
Additional resources:
White Paper: Top 10 B2B Paid Search Mistakes
White Paper: Effective Lead Generation Offers for High-Technology Companies
White Paper: Tips for Successful Ads on Twitter, LinkedIn & Facebook