Integrate Landing Pages
What’s up with Agencies advising clients to create special landing pages for PPC? When we find a gap in an existing website, in almost all cases, the deficiency applies to the website and should be corrected for the website, not just for PPC. We advise clients to integrate landing pages into their existing sites.
Forms Drive Conversions for PPC & Organic Visits
A form can significantly improve conversion rates, and makes sense for visits sourced from pay per click ads as well as those from organic search. No form? You need one!!! Put it on every page!! This represents best practices for a website, not just best practices for PPC landing pages. So why would you advise a company to create landing pages to solve a “no-form” problem? We advise Advertisers to fix their website, not just tack on a PPC landing page!
LiveBall — Just say no!
In most cases, creating new web pages can be classified as an investment. Not with Liveball–their fees have to be classified as an expense.
Liveball is clever at designing landing pages that convert. However, the landing pages sit on the Liveball server, which means they are designed to create a dependency. Think of going to Macy’s and jogging up the down escalator. Why not just pay a fantastic designer to build a page on your existing site, for a one-time fee, then own the page, instead of paying month after month?
Conclusion – Improve Websites
We never advise clients to create Frankenstein, tack on pages to their websites. We help our clients improve their existing websites by integrating new pages and improving existing pages, so as to optimize the conversions by visitors from all sources, not just from Pay Per Click.
2 Responses to “Don’t Frankenstein Your Site”
Hey Scott,
Thanks for this excellent reply.
I suppose I shouldn’t be so hard on LiveBall. In fact, I would recommend your services to some large Advertisers, on the basis of improving conversions quickly. However, as part of my recommendation, I would also strongly encourage such Advertisers to strive to learn from LiveBall’s talented experts, so they may apply the knowledge and techniques to improve their own website over the long-term. Google’s Website Optimizer (a free tool), can be used by any company to test and improve web pages.
Advertisers must walk before they run. Much of my original post relates to Advertisers with glaring deficiencies in their websites. These should be repaired by the creation of new integrated website pages, not by tacking on landing pages accessible only from PPC ads. About this point, we seem to agree.
Once again, thanks for the reply.
Sincerely,
Chris.
Why Denver PPC?
- Reason 1: Thorough ROAS analysis
- Reason 2: Personalized PPC reports
- Reason 3: Lower Costs per Conversion
As one of the people behind LiveBall, I wanted to chime in. First, thanks for the remark that LiveBall is clever at designing landing pages that convert. That is our primary objective!
I agree with you that if there are gaps in a site, they need to be filled, and landing pages aren’t the best way to patch up core deficiencies.
That being said, landing pages can have a role in bridging Long Tail messages and special promotions in advertising with the site — a transition that makes sense with a particular ad, but is less relevant or redundant in the context of being a regular part of the site. These advertising-specific landing pages may not be right for everyone, but they have had considerable success for a number of marketers.
If you can quickly build, deploy, and test landing pages inside your existing site, that’s great. We built LiveBall because, for many marketers, the process of deploying new pages is not that easy — particularly for large companies, days or weeks can be lost in IT, site operations, etc. And as you scale up the number of landing pages to match different ads, the management overhead can be challenging, keeping track of which versions of which pages are live and how they’re performing across a series of tests. We hope our product can solve those challenges.
Best regards.