PPC Q&A: forms, landing pages, keyword insertion and copy
At our July 29 web clinic on optimizing PPC campaigns, several participants wanted to know more about using forms and keyword insertion.
We distilled the questions and put them to Corey Trent, our lead research analyst on this clinic.
Q: Which is better: product description and fill-out form on the landing page or promotion on landing page and fill-out form on next page? Is it important to have a form directly on the landing page?
In most cases, having both the description and form on the landing page is the best approach. When you start adding steps or clicks to the process, a couple of things can happen:
- When a visitor has to click through to another page, the amount of friction increases. People are always mentally evaluating if the effort is going to be worth the payoff. When more pages and steps are involved, that adds more weight to it not being worth their time to continue.
- When a form is on a standalone page, detached from the description, people can lose sight of the key product benefits, features and the value proposition that were outlined on page one. It’s better to reinforce your offer to help prospects overcome the anxiety of providing their information.
Q: Where is the best place to put the request form?
The best place to put a request form is where you have already built the case that what the user is getting is not only worth it, but a steal compared to the information they are going to give up.
As for where that form actually resides on your specific page — that’s an element you need to test. Whether it’s in a sidebar on the left or right of the page, or in the main content column, or “above the fold” on the page, or below several long copy blocks, there is no surefire place for a form that will work for every type of landing page and offer.
What’s extremely important is that the form is in the natural eyepath of your landing page’s visitors, and that it fits into the sequence of thoughts from intent to action that the visitor experiences on the page. In other words, be wary of placements such as putting your form above or before important content, or using equally weighted columns that downplay the significance of the form.
Q: What about keyword insertion in the landing page header? If keyword insertion does not match with a custom landing page (using dynamic text to match), is there still value in keyword insertion?
If you use keyword insertion in your ad, you’ll be best served by making the connection in your page as well because it increases relevance between the two.
Recently, we’ve seen instances where the effectiveness of header messages has decreased, so testing this with your pages is worthwhile. If you do not insert keywords on the landing page to match the ad, you should still ensure that there’s a logical, relevant connection early on the page that visitors will be able to understand to maintain continuity.
Either way, make sure that your copy is strong — don’t rely on keyword insertion alone to carry the load. Weak copy gives people a good reason to leave your site.