We all know that landing pages are a very important part of PPC marketing, but it is important to realize that they can have a huge effect on your PPV (Contextual) campaigns as well. It seems like most people that start PPV are just doing it to direct link. It is quite attractive to forget about all the variables except the offer and the URLs you are targeting, but you might be hurting yourself in the long run by doing this.
For example, I was experimenting with a ringtones campaign on Media Traffic. I had about 1,000 URLs setup for my targets, and I decided to just start with direct linking by grabbing my Contextual Affiliate Link for the campaign (it was Ringtones.net at affiliate.com). It started getting traffic immediately after I set it live, and before the day was out I had about 1,000 views (displays) on the offer. To my dismay, there wasn’t a single lead showing!
What I didn’t realize initially is that Media Traffic only displays a 750 by 550 window for your ad. Once I tested it, I realized that with the smaller window size a good portion of my ad was being obscured. No wonder it wasn’t converting very well, they were only looking at half of a landing page! I asked my account rep, and he confirmed that 750 by 550 is the max for MT as of now. They are considering going to 800 by 600 (like Zango) sometime in the future.
This was what led me to create my first landing page for a PPV campaign. The main reason was so that I could control exactly what was being viewed by the user when my ad pops up. For starters, I made sure that the LP I created was exactly 750 by 550. There would be nothing obscured this time. Also, with PPV you don’t have to worry about putting a bunch of arbitrary text on the page, because there is no Quality Score issues or “User Experience” to worry about. The results to my initial LP were very promising. I put it up on Friday night, and by the end of the day Sunday I had generated a 20% profit. Not too shabby for the first try.
I quickly realized that one of the other benefits to having an LP is that you can tell how many people are clicking on your ad and determine your click-thru ratio. If you are just direct linking to the Contextual link then you will lose all your click data, and impressions and leads alone are not enough info to tweak your campaign for the maximum profit. On my page for example, I found out that I was getting about a 2.3% CTR. The next step would be to play with the ad copy & images on the landing pages to get a higher CTR. For PPV, it needs to be something eye-catching so they don’t just immediately close the window when it pops up. Consider what page they are going to be viewing already when the ad pops up, and consider modeling it after the design of that page.
Whatever you do, testing is the key. The right ad, displayed to the right people, is what creates a killer campaign. Now go make some money!