The next step of building a quality advertising strategy is to create landing pages for your advertisements that will drive conversion.
The main goal of the landing page is to really focus on the service and geographic area that you are advertising for. If you are advertising for kitchen remodeling, and you direct your ad click to a page that talks about living rooms, or to a homepage that doesn't mention, or barely mentions kitchen remodeling, you're losing an opportunity. People are clicking that ad because they are looking for a kitchen remodel in Seattle. So make sure they have the information they need right there to spark their interest.
Tip 1: Make the landing page very specific
If you have a page dedicated to the service you are advertising for, it may be alright for you to use that. We suggest however creating a new page that is dedicated to the advertisement you have published. This allows you to create separate landing pages, use tracking phone numbers, and speak specifically to the verbiage or specials you may be offering in your advertising.
Creating a landing page on the platform site builder
If you are using the site builder from this platform you can easily create landing pages and launch them whenever you want.
First, open the site builder and go to the "Page" section and click the "+" symbol to add a new page.
Next, you'll want to name your page and give it a sub heading. These are important as some times your ads may pull in this information into your advertising copy.
For the most part you also won't want people to find your advertising webpages because you'll want to be able to measure the clicks that come into this page, and what actions they may take after. So, deselect the "Display in Navigation" box so this page can only be landed on via the advertising you have up.
Finally, design your webpage using the helpful instructions here.
A few design tips:
- Don't go overboard with content. You want to spark the visitor to be interested in your product or service without writing a bunch of paragraphs. People don't read paragraphs on website. Keep it short and simple.
- Use bullet points to make your points.
- Really focus on the top 3-5 reasons that you are better than the competition, and give concise answers as to why you're the right choice.
- USE IMAGES!!! Especially if you are in an industry that someone wants/needs to see your work. Pictures tell a thousand words, make your page more engageable, and help cut up the monotony of long text.
Now that you have your webpage up and ready, it's time to connect your Google Analytics and set up conversion tracking.