Why the disconnect? Paid traffic is notorious for yielding low conversions and high bounce rates when websites fail to match their content with the intent of their visitors. Businesses can effectively solve this issue by creating highly personalized landing pages, serving potential customers exactly what they’re looking for every time.
In this post, we’re going to cover the following topics:
The advantages of paid search & paid social campaigns
Businesses that invest in paid search (PPC) and paid social (PPM) advertising can enjoy a steep increase in traffic when these campaigns are executed effectively.
Some of the top advantages of PPC campaigns include:
- Higher visibility in search results
- More clicks from users already interested in the product
- A wealth of analytics
PPM campaigns offer several great benefits as well, including:
- A variety of ad options, such as images, carousels, videos, and AR/VR
- More loyalty from customers with the help of influencers and brand ambassadors
- Increased targeting that leverages social media platforms’ user data
- A lower cost per click (CPC) on average than PPC campaigns
4 common challenges brands face when trying to convert paid traffic into sales
Despite these enormous advantages, paid traffic can fail spectacularly at generating real sales when potential customers bounce off of a business’s landing page.
Here are 4 of the most common challenges brands have to tackle when converting paid traffic into customers:
1. High bounce rates, cost per click, and low conversions kill ROI.
Prospects won’t stay on your paid landing page if it doesn’t match their initial search intent or the content of the ad they clicked on. And you won’t get the conversions you’re hoping for if the landing page isn’t personalized with social proof or validation in the form of User Generated Content (UGC), influencer content, or brand content.
2. Creating hyper relevant landing pages is time and resource heavy.
Visitors love seeing landing pages with visual content specific to them, but generating these personalized pages manually is extremely time consuming and expensive. Businesses that try to create a unique landing page for every paid visitor by hand will find it impossible to scale effectively.
3. Product-heavy landing pages are quick and easy to produce, but aren’t effective.
All too often, brands overcrowd their paid landing pages with uninspired product content, leaving their most effective earned and owned content (like UGC, influencer, and brand-owned content) by the wayside. Landing pages without social proof front and center are leaving money on the table.
4. Fixing a low Quality Score (QS) can seem daunting.
Many businesses overlook their Quality Score (QS) when trying to pinpoint failures in an under delivering campaign. But a low QS is a recipe for a low return on investment. Factors that affect QS include:
- Click through rate (CTR)
- Relevance of the researched keywords to an ad group
- Quality of the landing pages
4 tips for optimizing the onsite performance of paid traffic with landing page personalization
How can you ensure that your paid traffic doesn’t go to waste once customers land on your website? Here are 4 simple tips for creating relevant landing pages that will keep visitors on their buying journey:
1. Localize your content
Find out where your customers are visiting from and customize your page to their locale. This means tailoring everything from language and currency to featuring local UGC and influencers.
2. Make social proof a central element in your landing pages
79% of consumers say that UGC highly impacts their purchasing decisions, while only 13% say the same about brand-created content. Putting relevant social proof front and center on your landing page is an invaluable part of the conversion process. It converts especially well if you can glean this content from multiple UGC sources (like TikTok, YouTube, or blog posts) and personalize it for each consumer.
3. Analyze user behavior
Businesses can leverage user behavior to generate even greater personalization on their landing pages. For example, a business that sells cell phone accessories might use analytics to learn which customers have iPhones versus Androids, and generate landing pages for each group accordingly.
4. Leverage automation to generate landing pages
Implementing landing page personalization manually is extremely time consuming. Businesses that need to hunt down individual pieces of UGC and influencer content one by one can’t stay competitive at scale. This is where automation makes all the difference.
Improve conversions from paid campaigns with Knexus for Landing Page Personalization
Knexus platform automatically makes UGC, influencer & brand owned content personalized & shoppable, integrating it into buying journeys which inspires confidence to buy.
Knexus for Paid Landing Pages automatically takes complete control of landing page creation & segmentation, with dynamic landing pages which update to display the products, UGC & brand content best matching the social ad or paid search intent of each shopper. Learn more about how Knexus for Landing Page Personalization can help optimize the onsite performance of paid traffic, improving conversions & driving revenue or book a demo.
