Creating a landing page — either a custom landing page, platform-created landing page or microsite — usually has a huge positive impact on PPC results.
Landing page platforms such as Instapage often carry a nominal monthly fee for hosting, and provide unlimited page creation. These platforms are easy-to-use, customizable solutions that allow for simplified testing. For instance, you can tweak a button color by setting up three color variations — each showing 33 percent of the time.
Custom landing pages can take branding from the main website, but create a page specifically conducive to converting. Custom landing pages can be created for any conversion purpose — quotes, webinars, contact us, etc.
For our clients with B2B lead generation campaigns, our custom landing pages and microsites outperform standard website pages about 75 percent of the time.
Sometimes, custom landing pages are not a good idea. If the product or service is highly technical or complex, if it requires heavy content to establish credibility, or if it is in an industry that favors aesthetics (e.g., cool website functionality) over simplicity, driving ad traffic to the website can produce higher conversion rates.
Not sure whether a landing page is right for your campaign, or have questions about how to set up a landing page? Please contact us now.