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Last week we had fun creating the ad copy and talked about the importance of including variations that we will later test in the actual campaign. This week we are going to work on the second step to ad copy writing: writing the copy for the landing page.
Step 2: Writing the copy for the landing page:
This is the second half of the challenge. After we successfully have users click on our ad, we need to have a landing page that will convince the visitor to take the intended action on our site, and increase our conversion rate. If not, then we basically have lost money on that click, so this part is equally if not more than the creating the ad copy.
Here are the tips that we followed to create ours:
• Length: when creating the landing page it’s important to keep in mind that we don’t just fill the page with as many words as possible. The goal is to communicate our message and not add anything more or anything less.
• Style: we found that it is best to have an interactive style when creating the landing page. We did this by including some probing questions to keep the user engaged. Of course we provided the answers in the page as well.
• Headlines: there are two things that need to be kept in mind with creating headlines:
- First, all headlines and sub-headlines need to be powerful attention grabbers that will catch the eye of the users and retain them on the page.
- And second, the headline MUST match the titles on the PPC ad. It would be a huge mistake to for someone to click on our PPC ad to find a completely different headline. This seems like common sense, but you would be surprised with what you see!
• Audience: the most important part of creating both the ad copy and landing page is knowing who our target audience is and creating a copy and landing page to reflect that. For example, since we chose to create a campaign for a couple of industries (medical and technology), we needed to create two separate landing pages that would adhere to their interests and targeted them specifically.
It just so happened that a couple of members on our team were attending a seminar that Friday, where they brought back some very valuable information that helped us with completing this part of the campaign.
As I mentioned before, it’s crucial to know your target audience very well. At the conference, Ayat learned a lot about the different personality types of people that may be clicking on our ad, which I will describe in detail below. In our discussion I learned that on average there are 24 different personality types that visit the landing page, and they can be categorized into 4 general types: methodical, humanistic, competitive and spontaneous. I’ll briefly explain each one and then tell you why this information greatly benefited us.
Methodical: This personality is what I believe to be very similar to a Type A personality: very detail oriented and going through all the text line by line. To attract and retain clients with this personality, we needed to make sure that all information on the page is organized and explained very well in addition to adequate information being available for this personality type to go through in detail.
Humanistic: These users LOVE testimonials and hearing how other clients benefited from our services. They remind me of myself whenever I’m going through a diet website looking at before and after pictures of each of the members and how much they benefited from that particular diet! To satisfy these users, it’s important to include the experiences of previous users on the landing page.
Competitive: This personality type is probably the most difficult to please, because they are essentially looking for perfection. To satisfy this type we need to make sure that we clarify that we are the best in our industry and more importantly why.
Spontaneous: Don’t I wish everyone could have this type of personality!! They’re very easy to please and just want straightforward reasons of why to choose our company outlined in an easy to ready method, such as bullet points. They just want to know why to choose you and how to contact you and are pretty quick to make a decision.
So how do we create an ad copy that will satisfy all four of these personality types?? Well first we look at which ones need immediate attention. What I mean by this, are those individuals who have a quick response time, which according to the above mentioned personalities are the competitive and spontaneous personalities. We also have to keep in mind the humanistic and methodical personalities. So what we are attempting to do is include the following information in our landing page:
- Why we are the best.
- Enough information to entice the humanistic and methodical personalities.
The humanistic and spontaneous personality types are somewhat easier to please and addressing their needs does not pose much of a challenge. For the humanistic users we will have a couple of testimonials or perhaps a link to the testimonial page. Seeing other clients’ successful experiences and feedback will motivate the humanistic individuals to choose our services. And for the spontaneous personality type we’ll create a user friendly format of the page that clearly identifies “why INVESP” and how to contact us. We also included the benefits of using our SEO services and as a variation will include a promotional offer such as: Call us today for an additional 10% off!
Taking into consideration these personality types in addition to the initial ad copy and landing page guidelines mentioned at the beginning of this blog will help create a successful PPC campaign. As the PPC campaign runs, it’s time to measure the results and utilize the variations mentioned in the previous blog until you find which ad is produces the best results and increases the conversion rate. Next week we’ll actually launch the campaign and I’ll report the results. Wish us luck!
Check out My adventures with PPC series:
- My Adventures with PPC: Creating effective ad copy
- My Adventures with PPC: Finally I have a list
- My Adventures with PPC: Keyword Selection
- My Adventures with PPC: The first week
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