PPC Goes Beyond Google
Landing pages can make or break your paid ads' performance. Having an optimized landing page can really make a difference in how well your ads convert. You can do all the work within your ads and still not see the results you were hoping for if your landing page is missing key components. That’s what happened with our client, Duke Medical Supply. We had done a ton of work to hone in on keywords in all of our PPC (pay-per-click) campaigns, but we still weren’t seeing the conversion rates we were hoping for, so we decided to take a deeper look at their website.
The client’s website was lacking some key components that can help the user experience when landing on their site. The homepage CTA (call-to-action) button blended into the background, making it difficult to see and reducing its visibility to users. While this was a simple oversight, we believe it was negatively impacting conversion rates. Some landing pages didn’t have call-to-action buttons and lacked website copy that conveyed a clear value proposition. When sending paid ads to landing pages, it's imperative to have a clear goal you’d like your user to do once they arrive on the page. We thought if we made some of these adjustments, we would see higher contact form submissions and enrollments for the site.
Before + After
We went onto the website and changed the homepage CTA button color to contrast with the page, so it clearly stood out. We also added a contact form CTA to a landing page that didn’t have one. Lastly, we added additional copy to one of the pages, clearly defining what service was being offered, why to choose Duke Medical Supply, and next steps.
After making these changes, we compared the date of implementation to the 4 months before and after. The contact form submission grew over fivefold, landing at a massive 437.50% increase. Contact forms are users who are downloading something on the site or inquiring for more information. The homepage form submissions alone more than quadrupled since changing the button color. Enrollments saw a 24% increase. Enrollments are users who officially sign up for the service. Both provide value, but enrollments are much more valuable for this client. Conversion rate increased from 7.15% to 11.68% across all campaigns.
This goes to show there's only so much you can do inside of Google Ads. Sometimes a PPC specialist's job is to go beyond the campaigns, looking at all the potential avenues like website, sales funnel, banner design, and so much more. It’s our job to evaluate ways to improve performance even when it’s outside the paid media platform. Seeing the impact the small changes to our client's website had shows the impact it could have for you and your clients.
