When creating a PPC campaign, there are a lot of factors that you need to consider to be successful. While crafting compelling ad copy and setting up an effective bid strategy are a few critical parts of the process, converting paid site traffic into paying customers is what it’s all about.
Landing pages are one of the most essential elements of a successful PPC campaign, as they are the first thing potential customers see after clicking on your ad. A well-designed landing page can be the difference between a conversion and a bounce, so it’s important to consider yours.
In this article, I’ll discuss how you can use video on your landing pages to improve the conversion rate of your PPC campaigns significantly.
But first, let’s quickly go over what a video landing page is and why you should create one.
What is a video landing page?
A video landing page is a type of landing page that uses video to promote a product, service, or brand. Usually, the video is the page’s primary focus, with other elements such as text and images playing a supporting role.
Source: Wistia
Video landing pages are very effective because they can communicate a lot of information in a short amount of time. They are also engaging and visually appealing, which helps capture visitors’ attention.
What are the benefits of a video on a landing page?
When constructing landing pages for your PPC campaigns, there are several factors to consider. However, adding a video should be at the top of your list, as it can provide many benefits. Here are some of them:
1. Improves Engagement
The first and most obvious benefit of using video on your landing pages is that it can improve engagement. Video is an incredibly engaging medium, and including one on your page can help to keep visitors interested.
A recent study by Myzowl polled over 582 marketing professionals to get their take on the benefit and impact of using videos to improve engagement. 87% of those polled said that video has helped them increase traffic to their sites and landing pages while over 60% said that number of views a video receives directly coincides with the success of the advertising campaign.
By using video, you can tell your story in a more engaging and interesting way than with text and images alone. You can also include calls to action within the video, prompting visitors to take the desired action.
2. Is Useful and Informative
Another benefit of video landing pages is that they can be useful and informative when marketed to the right audience. Unlike text, which can often be dense and hard to read, videos are easy to consume and hold people’s attention.
At the same time, a well-made video can communicate a lot of information in a short amount of time. This is perfect for dynamic landing pages where you need to get your message across quickly.
And since several studies have proven that people are more likely to remember information they see in a video, they’re more likely to convert after watching one.
3. Simplifies Complex Concepts
If you’re selling a complex product or service, a video can be an invaluable tool for simplifying complex concepts. By breaking down your offer into bite-sized pieces and explaining it in an easy-to-understand way, you can help to increase conversions.
When you can define the value of your products or services simply and concisely, people are more likely to take the next step.
4. Builds a Positive Brand Image
In addition to being informative and entertaining, videos can also be used to build a positive brand image. When done correctly, they can humanize your brand and make it more relatable. This is important, especially if you want to build long-term relationships with your customers.
By featuring real people in your videos and telling your brand’s story, you can connect with viewers on a more personal level. This will make them more likely to do business with you.
5. Creates an Emotional Connection
Finally, videos can also create an emotional connection with viewers. This is because they allow you to communicate more personally than text or images alone.
While the features of your product or service are indeed an essential component of your campaigns, it’s also important to focus on the emotional aspects.
These are just a few benefits of using video on your landing pages and prove that this type of video content can be incredibly effective.
10 Tips for High-Conversion Video Landing Pages for PPC Campaigns
Now let’s learn how to create high-converting pages. While there’s no one-size-fits-all approach, these tips can help you get started:
1. Use a Script
Making a script is one of the most critical steps in creating a video. Without one, staying on track and including all necessary information will be challenging.
When writing your script, think about what you want to say and how you want to say it. Don’t worry if it’s not perfect, as you can always make changes along the way. Just make sure that you have a clear idea of what you want to say before you start filming. Doing so will save you a lot of time and frustration.
2. Keep the Video Above the Fold
When creating a video landing page, it’s important to keep the video “above the fold.” This means that viewers should be able to see the video without scrolling down.
Source: Wistia
If your video is buried below other content, there’s a good chance that people will never even see it.
3. Showcase the Product in Action
Videos are an excellent opportunity to showcase your product in action. This is especially true if you offer a physical product that can be demonstrated.
Source: Wistia
If possible, include a demonstration of your product in the video. This will give viewers a better idea of what it is and how it works. Seeing the product in action will also help to increase confidence and encourage people to make a purchase.
4. Optimize for Search
Just like with any other type of content, optimizing your videos for search engines is important. This will help ensure as many people see them as possible. When optimizing your video, there are some core elements that you’ll need to focus on:
- Ensure your videos adequately showcase the value
- Make sure the video is easy to navigate
- Add metadata to your videos, including SEO titles, descriptions, and tags
- Incorporate interactive elements into your videos when able
- Make your videos accessible by providing transcripts and captions
- Leverage video-sharing sites like YouTube to redirect to your landing pages
5. Keep It Short and Simple
When it comes to videos, less is often more. People generally are not interested in watching long, drawn-out videos.
Instead of trying to include everything in one video, break it up into multiple shorter videos. This will make it easier for viewers to digest the information and keep them engaged.
6. Use Custom Thumbnails
People scrolling through their feeds are likely to stop and watch a video if it has an attractive thumbnail. This is why it’s important to take the time to create custom thumbnails for your videos.
Think about what will grab attention and make people want to watch the video. A well-designed thumbnail can distinguish between someone watching your video and moving on.
7. Avoid Autoplay
While autoplay can be a great way to ensure that people see your video, it’s not always the best option. Sometimes, it can be annoying and lead to people leaving your page.
If you do choose to use autoplay, make sure that it’s not set to too high of a volume. You don’t want to startle or annoy people as soon as they land on your page.
8. Make It Informative
Your video should be informative and provide value to the viewer. If it’s nothing more than a commercial, people are not going to want to watch it.
Think about what you can include in your video that will be helpful or interesting to people. The more value you can provide, the more likely people will watch it all through.
9. Capture Attention in the First Few Seconds
It’s important to capture people’s attention in the first few seconds of your video. If you don’t, there’s a good chance that they’ll move on before it’s even over. The first five seconds should be the most engaging part of your video.
Think about what you can do to hook viewers in and make them want to keep watching. This may mean starting with a question, shocking statistic, or attention-grabbing visual.
Regardless of your choice, make sure it will grab people’s attention and get the point across within 5-10 seconds.
10. Focus on the unique value proposition
Your video should be focused on your unique value proposition (UVP). This is what sets you apart from your competitors and is why people should do business with you.
Make sure that your UVP is clear and concise. It should be evident in the video so that viewers know exactly what you’re offering and why they should choose you over someone else.
Level up your landing pages today
Video is a critical element of a landing page. I’m positive that if you follow and execute these 10 tips, it can greatly help you increase your PPC campaign conversion rates and drive more sales.
