Using PPC To Drive Traffic To Your Ebook Sales Page Part 1
If you want to be a successful information marketer and you launch a new product, are often than not, the quickest way to generate leads and sales, is to place some Pay Per Click ads and drive traffic to a landing page.
Writing good PPC ads is important as they set the tone and are the first impression the potential customer gets. But the follow up to the PPC ad is probably the most important part of the visitor experience you should give very careful consideration to the page where they land.
Early this year Staff’s gave a brilliant presentation on the three key “R”s that you need to get right with your landing pages and PPC ad’s and campaigns. We’ll be publishing that presentation soon in the members only area of Internet Marketing Review.
On a regular basis I click on Google Ad campaigns to see where I end up, sometimes there is a terrific landing page, but more often than not I end up at a home page.
So why is a good landing page so important?
Well, by creating an effective landing page you can get more bang for your buck on a number of different fronts. This means that any money that you spend on ad campaigns must produce results.
The first principle of creating your landing page is to make it specific to the ad that is sending the traffic. That means it must be instantly recognisable from the description in the ad. The 3 second rule applies to landing pages as much as home pages
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Very quickly, a visitor must know and connect with why they’ve been directed to the landing page and be anticipating the information that is suddenly presented.
If the role of your PPC ad is to attract clicks and therefore drive traffic, then the primary role of your landing page is to capture that traffic and guide the visitor through a journey that eventually results in them doing one of a couple of things…
1. Leave their name and email address; or
2. Buy your product.
But how do you keep the visitors interest and make them stay on your landing page?
Well, this is where your copy writing skills come in.
Your PPC ad did its job by generating traffic but now you need to kick on and start selling, you need to hook your visitor and leave them wanting to read more and more, eventually leading them to your ultimate goal, the Most Wanted Response.
Your landing page needs to have a striking, attention grabbing headline that delivers a promise or benefit that just cannot be ignored.
Then you need your sub heads and copy to heighten the want and explain all the benefits that your visitor will gain by using your service or product.
Continue to expand on your headline in your copy with more credible benefits for the visitor. When we were talking to Ted Nicholas a few years back, he said “your next line of copy must always leave your visitor wanting to read the next line.”
To help keep the attention of your visitor, use subheadings and bullets. Visitors don’t have hours and hours to spend reading every inch of your copy so make it as easy for them as possible, using lists, bullets, checklists will help raise a problem, provide a solution, cement understanding and drive desire.
