Conversion Rates

New! Build Landing Pages & Manage Leads with WordStream

By Larry Kim September 10, 2013 Posted In: Conversion Rates Comments: 13

Landing pages are the bottom of the funnel in PPC. Even if you get your keywords, ads and bids right in your AdWords campaigns, it will be hard to realize great ROI through PPC without a landing page strategy.

Once you’ve got the click and the prospect is off the SERP and on your site, you’re tantalizingly close to sealing the deal – but without a clean, well-designed, relevant, and persuasive landing page, you can lose them as fast as you got them.

In our experience, landing pages are a constant challenge for PPC advertisers. Here are some of the obstacles that AdWords users face:

  • Building Landing Pages is Hard: Generally you need Web development resources plus a graphic designer and a hosting environment in order to set up PPC landing pages. It’s hard, it’s time-consuming, and it’s expensive – particularly for small businesses.
  • Most Landing Pages Suck: Earlier this year we looked at the landing pages of several hundred small businesses — it wasn’t pretty. Just under half of them were being managed by some external third party (e.g. the advertiser’s brother-in-law’s friend), which made it very difficult to make changes to landing pages. As a result, less than half of advertisers had conversion tracking set up, and about a third of them were just sending traffic to the home page.
  • You Can’t Build Landing Pages in AdWords: Even though you need landing pages to complete the PPC puzzle, Google doesn’t help you build them. You’re on your own.

We’ve been listening to our clients’ questions about landing pages and taking note of their pain points. And today, we’re excited to announce a huge improvement to our PPC Advisor software: Landing Pages & Leads. This new toolset aims to make landing page creation, management, and analysis easy and attainable for small businesses, busy advertisers and PPC agencies.

Let’s take a look at how it works. Check out the video below, or read on to see all the tools.

WordStream Landing Pages & Leads: Simple, Complete, & Made for PPC

Landing Pages & Leads is a set of tools to help advertisers close the PPC loop, going all the way from keyword to click to conversion. This new toolset, including a landing page builder and lead management tools, has three huge benefits for AdWords advertisers and PPC agencies:

  • It’s Complete: PPC Advisor is now a start-to-finish PPC management solution, with all the tools you need to get started in PPC and then cross the finish line. We also provide a ready-to-use hosting environment while still enabling you to publish to your own subdomain.
  • It’s Simple: Landing Pages & Leads empowers you to create, edit and publish effective PPC landing pages, using a step-by-step wizard, without requiring the involvement of your IT team. It’s fast and easy.
  • It’s PPC-Specific: Landing Pages & Leads is designed specifically for PPC. It bakes in best practices for PPC landing page layout and design and ensures that your landing pages tick off all the boxes.

There are so many potential bottlenecks in landing page creation and landing page optimization. (Where do I start? How do I get the development resources? How can I promise results to my clients when I’m not in control of their websites?) These tools remove as many of those bottlenecks as possible, getting the landing page part of the PPC equation done fast and done right.

Grade your landing pages today!

How WordStream’s Landing Page Builder Works

Landing Pages & Leads includes a Landing Page Builder that walks you through the process of creating a well-designed, conversion-optimized landing page. It’s an intuitive, point-and-click interface with a preview on the right, so you’ll be able to see what your landing page looks like as you build it.

Landing Page Theme

The first step is to choose your landing page’s theme, which will define the look and feel of your landing page.

Landing Page Builder

In this section, you can personalize your page:

  • Choose a color palette and background color
  • Upload a company logo
  • Choose a main image for your landing page

Landing Page Content

The next section is content.

Landing Page Software

Here you can write the headline and body copy that will appear on your page. The goal of this copy is to paint a compelling picture of your offering so that your prospect wants to complete your desired action.

Some quick tips for acing the content on your PPC landing page:

  • Your headline will do most of the work, so focus on writing a strong headline – it’s the only part some visitors will read! Consider using a landing page headline formula to get you started.
  • Write clear, concise copy that communicates the benefits of whatever you’re offering.
  • Use bullet lists, bold text and other visual cues that tell readers what information is most important. After all, you don’t want them reading your short story, you want them to fill out the form.

Landing Page Form Builder

Along with the headline, the form is one of the most important levers on your landing page. A well-designed form can have a huge effect on your conversion rates.

Landing Page Form Builder

With the Landing Page Builder, you can create a completely customized landing page form, from header to footer:

  • Choose the fields you want to include and which fields will be required, including standard fields (like name, email, phone number, job title, website, etc.) and custom fields (such as text fields, dropdown menus and checkboxes – see below).
  • Choose a call to action for your form button – tell users what they’ll get when they complete the form!
  • Create a thank you page that users will see after clicking the button. You can upload an asset, such as a white paper, and paste in your conversion code so you can track form completions.

Landing Page Form Fields

Landing Page Settings

In the final step you can adjust your landing page settings.

Landing Page Maker

These settings include:

  • Your landing page URL
  • Analytics code and scripts (for tracking traffic to your landing page)
  • Your landing page footer, including any desired links, such as a link to your company home page

Once you’ve completed the setup process, you can save your new landing page as a draft, preview it, or publish it with one click. Your finished landing page might look something like this:

Landing Page Template

Now you’ve got a conversion-ready landing page, without having to drag in developers or graphic designers!

Tracking and Analyzing Your PPC Leads

We’ve analyzed thousands of AdWords accounts, representing over $2.5 billion in total spend, through our free AdWords Performance Grader. And we’ve found that over half of accounts don’t even have conversion tracking set up. This gaping hole in PPC protocol means that those advertisers have no idea what’s working and what isn’t. They’re flying blind.

The whole point of having landing pages, of course, is to get leads through PPC. Landing Pages & Leads helps ensure that you’re in a position both to get more leads and to understand why and how you got them!

Landing Page Tools

In the Leads section of the tool, you can:

  • Get detailed lead tracking information for deep insight into which keywords and landing pages are driving the best results for your business.
  • Check your landing page conversion rates.
  • Export all your lead data.

Landing Pages and Leads

Landing Pages and Lead Management in WordStream is Awesome

We think this is a pretty major upgrade to our PPC software. To reiterate the awesomeness:

  • One-stop shopping: You can do most PPC tasks in AdWords, the problem being that it takes a lot longer in AdWords compared to a PPC management tool like WordStream, which is much more guided and automated. But you can’t build landing pages in AdWords at all – you’re on your own there. With PPC Advisor, you can do all your PPC stuff in one place, including landing page creation and management.
  • Major efficiency: The wizard-like interface drastically cuts down on the time it takes to design and publish new landing pages for your PPC campaigns. This is key for your overall success, because a greater number of more specific, targeted landing pages will greatly increase your conversion rates.
  • Baked-in best practices: Our tools make sure you’re following best practices for PPC landing pages, which means you’ll get more form completes, more measurable results, and better Quality Scores.

We can’t wait to show you how cool this is! You can try it now with a free trial of PPC Advisor

Hit me up on Twitter

AdWords Performance Grader




If you enjoyed this post, please consider leaving a comment.

Comments

Tuesday September 10, 2013

Randall Magwood (not verified) Said:

The landing pages and analytics info looks spectacular. I want to promote some new products on Adwords... i think the landing page builder may do the trick for me to get approved in certain niches.

Tuesday September 10, 2013

Riza (not verified) Said:

That is just brilliant. :) We all acknowledge the importance of a landing page, but I guess everyone will also agree that it isn't an easy feat to add to your business. And yes, Google doesn't help you with it. So you really did an amazing job creating a tool that will create and manage landing pages. The steps you showed about how your new tool works are simple to understand. Thanks! Will be sharing this! Shared this, really, on the IM social networking site, Kingged.com, where I've left my above comment. Riza-- Kingged.com contributor http://www.kingged.com/new-build-landing-pages-manage-leads-with-wordstr...

Wednesday September 11, 2013

Rick Whittington (not verified) Said:

This is a very nice addition to your services. We use HubSpot for landing pages because of integration with CRM and other great tools, but many advertisers will find this very useful. Landing pages are indeed critical to success. I call them the moneymakers of your website. Case in point, we took over a PPC campaign for a client from a company that specializes in PPC. We doubled their leads in one month because we directed the same ads to landing pages that were focused and relevant. The point is to use landing pages -- they work!

Friday September 13, 2013

Carver - PPC (not verified) Said:

I would say your tool definitely seems to make things easier but I'd have to say from experience that building a landing page when you already have existing pages isn't that hard! The problem is how time consuming you mention it is to make sure you're doing everything you need to be doing to make sure your landing page is what it needs to be to get your ad relevancy and landing page marks up! Mostly I'd agree! Thanks for sharing.

Friday September 13, 2013

Damin Williams (not verified) Said:

Thanks for this useful info. I have just started out making my own websites and am still leaning! will bookmark thanks!

Sunday September 15, 2013

Will E. (not verified) Said:

Congratulations!  This feature looks awesome!

Wednesday September 18, 2013

Smile (not verified) Said:

The wordstreams landing page builder tool looks great, it must have taken ages to put together. It covers so much ground and your step by step instuctions make it easy to use. The information it can provide is invaluable, I must try this for my website.

Friday September 27, 2013

Larry Kim Said:

thanks!

Friday September 27, 2013

Dennis Yu (not verified) Said:

Larry-- love it!

What if our goal is to drive calls?

A lot of local businesses (roofing, personal injury attorney, mold remediation, and such) care more about calls than form completions.

Do you integrate with call tracking solutions so we can get cost per call by keyword?

Friday September 27, 2013

Larry Kim Said:

it's on the list....

Wednesday October 02, 2013

RockStuds (not verified) Said:

This tool looks great !! One of the most complicated thing is always to build an effective landing page, I'll definitely try this landing page builder

Tuesday October 22, 2013

Brandie (not verified) Said:

Larry,

I am excited to try building a landing page. Are we allowed to use domains we already have purchased for the landing pages?

Wednesday December 04, 2013

spookseo (not verified) Said:

Landing pages are really important because they can make or break the deal. Most people rely on it as one of the reasons why they will stay more on a particular page. Focus more on this when you are already settled with traffic. 

Leave a Comment

Type the characters you see in this picture. (verify using audio)
Type the characters you see in the picture above; if you can't read them, submit the form and a new image will be generated. Not case sensitive.
 
Free Keyword Tool

Get thousands of relevent keyword suggestions - more,
faster, free!

Free Keyword Niche Finder

Discover profitable pockets of keywords for your
business.

Free Negative Keyword Suggestion Tool

Identify wasted spend before it happens and increase
your paid search ROI.

Contact Us | Company | Support | Site Map | Trademarks | Privacy Policy © 2007-2014 WordStream, Inc. All rights reserved.