Create a Pay-Per-Click Target Page

Shortlister's Best Practices for your Pay-Per-Click (PPC) Target Page

Control where you show up on our public site’s vendor listing pages by participating in Shortlister’s PPC tool.

40,000+ active buyers and growing visit our Product listing pages each month to research the products you offer. With PPC, you’ll capture a portion of this active buyer traffic whenever a prospect clicks “Visit Website” in your profile. The visitor will then be directed to a target page of your choosing.

We want you to be as successful as possible in converting the visitors we send to you, so we’ve put together this list of best practices for designing your PPC target page.

Keep in mind, that the goal of PPC marketing is to capture a prospect’s contact information so you can follow up with them over time. By continuing to demonstrate your company’s usefulness and key differentiators, you’ll build rapport with the intention of having a sales conversation in the near future.

✔️DO: Place your form front and center

The most important element of your landing page is the form where the prospect will complete their information so make sure it is clearly visible as soon as someone arrives by positioning it towards the top of the page.

✔️DO: Give ’em something good!

Offer the prospect something of value in return for their information to entice them to complete your form.

Using a sub-header, explain what they’ll get in exchange for providing you with their contact information: “We’re excited to share our latest Case Study on how [Name your biggest client(s)] get [specific results] through [your key differentiator]!” Make sure the offer is relevant by tying it to the product category where they found your vendor listing on www.myshortlister.com.

By creating dedicated pages for each category, you’ll be able to customize the offer.

✔️DO: Acknowledge where prospects are coming from

Confirm the warm transfer from Shortlister by adding some welcoming copy to your dedicated landing page.

Acknowledging the lead funnel is reassuring to the prospect and further increases the likelihood that they’ll complete your form. For example, make the headline something like: “Thank you for using Shortlister to request more information about us.”

✔️DO: Take immediate action

Follow up with prospects promptly. In addition to providing the deliverable, you initially promise in exchange for contact information, implementing a drip campaign to follow up in a structured way over a period of time before attempting to make direct contact will help build trust and lead to a higher sales conversion rate long term.

✔️DO: Share your contact info

Make it easy for a prospect to contact you for additional information.

When someone is interested in reaching out to learn more or move forward, you’ll want to make it as easy as possible for them by including relevant contact information for members of your sales team in the follow-up correspondence you send.

✔️DO: Use manners

Include a “Thank You” acknowledgment once a form is completed, before the prospect is redirected elsewhere on your site.

❌DON’T: Complicate the process

❌DON’T: Ask for unnecessary info

While it might take a bit more work to create a dedicated Shortlister landing page with a different structure than simply using other lead capture forms on your site, we have seen an increase in form completion for vendors implementing one or more of these suggestions.

Adding a drip campaign or a dedicated follow-up workflow for subsequent outreach will lead to greater conversion success long term after just a bit more effort up front as well.

Once you create your Shortlister PPC landing page, we’ll be happy to review it before it is turned live.

Just let us know how we can help and remember that PPC conversion is a marathon, not a sprint!