PPC Landing Pages and User Intent

Benefits of Great Pay Per Click Landing Pages

In the last blog post, “Landing Pages for Google Ads,” the concept of a moving target explained the dynamic nature of Google Ads. Also discussed was thinking of search engine marketing in terms of intent for Google Ads.  Understanding intent is mission critical with pay per click landing pages. There are many benefits of developing great landing pages specifically for pay per click ad word groups and campaigns. Primarily, from the perspective of digital marketing budgets, they can save lots of money. By achieving a high ad quality score your Ad Rank is enhanced thereby increasing your share of search impressions which means your ads get served more often.  To summarize, great landing pages lower your cost-per-click, cost-per-acquisition and increase conversions.

Types of User Intent

Outside of enterprise-level marketing organizations few companies have the luxury of a dedicated performance marketing expert. However, the steps to success for great landing pages are the same for everyone.  Start by defining user intent to maximize ad quality scores. Fortunately, there are only four categories of intent: informational, navigational, commercial investigation and transactional. First, informal intent describes search engine users  looking for information like “how to make great landing pages.” Next, navigational intent describes users looking for a specific webpage. Commercial Investigation groups people searching pre-purchase comparisons like “best flatscreen tv.”  Finally, transactional intent makes up the majority of ecommerce – these folks are ready for the shopping cart.

 Call-to-Action and User Intent

Now you are ready to create great PPC landing pages with a sense of intent. Let’s get back to the concept of building great ppc landing pages within a digital marketing budget. Think of yourself as a gardener: some plants need full sun while others might need partial shade. Think of the needs of your targets and write for them. First, CTA’s need to be a part of your PPC ad. Next, the CTA on your ad needs to match the CTA on your landing page. Finally, the CTA on your ad and landing page needs to match intent. Keep your landing page content focused on your keywords and keep your headers focused on your CTA. Monitoring traffic will help you make data-driven choices and we’ll talk about that next time. Until then, good luck!

By | 2022-05-24T13:42:15-04:00 May 25th, 2022|Categories: ecommerce|Tags: , , , , |Comments Off on PPC Landing Pages and User Intent

About the Author:

Eric Holder is a Marketing Communications Expert with 20 + years experience, in both agency & in-house settings. Holder is astute at identifying Market Differentiators & utilizing teams to leverage Content, SEO / SEM, Social Media, PR, CX, Influencers & Analytics that produce MQLs.