The Best 16 Landing Page Builders for Any Business

Lead generation is essential for driving sales and growing an online business.

There are plenty of different methods for generating leads, but one of the most effective options is a well-designed landing page.

Building a fully-optimized landing page has never been easier -- in fact, it's now possible to create a lead generation gold mine using drag-and-drop tools without seeing a single line of code.

Whether you're managing one or multiple pages, there are now so many options available that it can be tricky to find the best one of your needs.

More than likely, the hardest part of designing a landing page is choosing the right tool to get started -- plus, you don’t want to waste months designing a landing page before realizing the software simply isn’t up-to-speed with what you need.

To ensure you’re able to choose the best landing page builder for your team's goals, we've cultivated a list of the 14 best -- but first, let's explore some key features to look for in a landing page builder.

Key Features of a Landing Page Builder

Although there are many landing page builder options with unique strengths and weaknesses, there are certain features you'll want to see in any landing page builder.

Here are four:

1. Easy-to-use visual builder.

These days, users demand ease-of-use, and landing page builders tend to feature a drag-and-drop interface which makes it easy for anyone to build a landing page quickly -- without coding. You'll want to ensure your landing page builder offers a simple and intuitive interface. If it doesn't, you should check out alternatives.

2. Integration with CRM software.

The point of a landing page is to generate leads or make sales, so it's vital that your landing page builder integrates with software that can store those leads and allow you to analyze data on potential prospects.

Ideally, a landing page builder will link to a powerful CRM that can pull together a customer's data and integrate with marketing, sales, and customer management software.

3. A/B testing and optimization.

Testing and optimizing your landing page is an integral part of the process.

It's unlikely you’re going to nail it on the first try, so you want software that enables testing customer behavior and optimizing the content and layout to maximize conversions.

This can either be a part of the product itself, or provided by a third-party, as long as your landing page builder offers the option to integrate with third-party A/B testing tools.

4. Analytics tools. 

Most services offer built-in, specialized landing page analytics tools which enable you to dig into your user data.

Whether providing detailed reports, heat maps, or plain old page-views, analytics tools are essential in assessing how your landing page is doing.

Now that we've explored four key components of any landing page builder, let's take a look at 14 of our favorite options.

1. HubSpot Landing Pages

HubSpot offers one of the most feature-rich, intuitive landing page builders on the market -- which becomes even more useful when combined with HubSpot's free CRM. As with most things HubSpot, the landing page builder is slick, easy-to-use, and powerful.

The software is suitable for single users, small teams, large teams, and even agencies managing multiple pages. You can simply add more paid features as you need them.

For beginners, the software walks you through the process of building a fully-customized landing page, starting with one of the hundreds of tried-and-tested templates.

For more advanced users, there are a host of tools and technologies to play with. One of the most advanced features is the capability for personalization to individuals, utilizing your existing HubSpot contacts and data. The builder also features HubSpot's advanced analytics tools and testing software so you can optimize your page to capture as many leads as possible.

Pages are fully responsive on all devices, as you would expect, and it's possible to create professional looking pages in minutes.

2. Landingi

Landingi bills itself as the "landing page builder for non-programmers" -- it's all about ease-of-use, and offers more than 200 templates. The interface is drag-and-drop, which enables you to build a page in minutes. It also offers A/B split testing and optimization features.

This is a cheaper option and one that's good for beginners, but if you are looking for more advanced features or scalability, the premium tiers quickly bring you up to the price of more powerful tools without offering the same functionality.

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3. OptimizePress

OptimizePress is a WordPress-based landing page builder with hundreds of templates for lead generation pages, sales pages, and more. It has a library of graphic elements and useful plugins for easy customization, and also integrates with email marketing services like Mailchimp or ActiveCampaign.

It operates on a one-off fee structure, which includes one year of support and updates. This means you only pay for the features you need as you grow.

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4. GetResponse

GetResponse is a good option if you want to quickly build optimized and responsive landing pages. It has a user-friendly interface and allows you to publish your page to your own domain.

Along with landing pages, you can also create webinars and email marketing campaigns. Additionally, GetResponse has built-in analytics features and the ability to add a PayPal button for easy mobile payments.

Although it offers an intuitive landing page builder and an all-in-one marketing suite, landing pages are not what GetResponse specializes in -- but it's still a good option for marketers at this price point.

The most basic option offers email marketing and landing pages for up to 1,000 responses. If you grow beyond this point, you will have to go for the more expensive Pro tier, which offers the full landing page building capabilities.

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5. Mailchimp

Mailchimp's landing page builder, unsurprisingly, is geared towards email marketing. It's all about building pages that visually match your Mailchimp email campaigns, and enable you to easily add contacts to your existing lists.

The software is easy-to-use and offers impressive support with a ton of troubleshooting content available. The seamless integration with the Mailchimp suite is a plus if you already use the software, but landing pages are not Mailchimp's main focus, so the editor is limited. In fact, it's not much more advanced than Mailchimp's simple email creation tool.

It is good for email campaigns but a bit limited as a landing page builder. More advanced users will want to go with the optimization, testing, and analytics features of some of the other options in this list.

On the plus side, for novices, you can get a landing page built for free on the most basic tier and build up from there.

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6. Unbounce

Unbounce was one of the first dedicated landing page builders to come to market and remains one of the leaders. It features an easy-to-use drag-and-drop editor, custom plugins, mobile optimization, and the ability to add pop-ups and sticky bars.

The product is feature-rich -- it offers WordPress integration, A/B testing, and dynamic keyword insertion for SEM campaigns. While it doesn't offer its own analytics tools, it can be integrated with other services like Mailchimp, HubSpot, or WordPress to achieve this.

Overall, Unbounce is one of the best tools out there -- but it comes at a premium. It is favored by larger marketing agencies with a focus on search engine marketing, but doesn't have the all-rounder capability of tools like HubSpot.

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7. Instapage

Instapage is another leader for landing pages, with a user-friendly drag-and-drop builder and the option to easily integrate your landing pages into your website without coding. It is one of the easiest tools to use, comes with a host of plugins for maximum customization, and offers a simple analytics tool and report generator.

For optimization, there are heatmaps, A/B split testing, dynamic keyword insertion for PPC campaigns, and codeless integration with Google Analytics and Facebook ads. For more advanced options, you'll have to contact the sales team for a tailored price, but you'd be looking at upwards of $175 per month for an agency or team plan.

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8. Squarespace

Although Squarespace is considered a website builder, not a specific landing page tool, it has all the functionality of a landing page builder -- including the benefits of hosting your site and providing you with analytics, G Suite, integration with other CRM's, and much more.

Squarespace is a great option for beginners who don't need all the specific optimization features of a dedicated landing page builder. With the Cover Pages tool, it's easy to create a page using one of the hundreds of templates and drag-and-drop tools.

There is a built-in analytics tool. Additionally, you can hook up Squarespace with a CRM software to use the CRM's optimization and email marketing tools on your Squarespace page.

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9. Leadpages

LeadPages is a cheaper option with a fairly easy to use drag-and-drop builder. However, the interface is a little awkward to use at times and looks a little outdated.

If you want to publish to your own URL, it's not as easy, although if you are a WordPress user there is integration with your site. Overall, it's a reasonable value option if you don't need the higher-end functionality and support of the market leaders -- but it's tricky to get the page looking exactly as you want. 

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10. Thrive Architect and Thrive Optimize

Another WordPress-based builder, Thrive Architect is probably the best bargain option available, especially when combined with Thrive Optimize, its optimization tool.

It offers a simple drag-and-drop builder with 250+ templates and a number of conversion elements including testimonial blocks, timers, and CTAs to choose from. This makes it a good option for a quick build at a low price.

Best of all, you can get it for life for a one-off fee.

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11. Lander

Lander targets small businesses and entrepreneurs with a rock-bottom price point and simple builder. Although it doesn't offer the best customization or advanced features like some of the others in this list, it's nonetheless a good option as a simple landing page at a low price.

The app offers over 100 SEO-optimized templates, and supports A/B split testing. It also offers a rare feature among landing page builders -- Facebook integration. Without any coding, you can build your own Facebook tabs and connect them with your account.

Pricing tiers are limited by the number of visitors and domains, so it's prohibitive to larger businesses and agencies.

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12. LaunchRock

If you're looking to quickly create high-converting landing pages for free, LaunchRock is the most basic option in this list.

With a focus on simple but impactful visuals, it comes with loads of customizable templates and is an effective starting point for small businesses to jump into the world of landing pages and lead generation forms. Plus, it includes promotional features for running competitions.

It lacks A/B testing and customization is limited, but the super-quick builder is perfect for those who need a landing page without all the bells and whistles, fast.

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13. KickOffLabs

KickOffLabs is based on the idea of generating leads via viral marketing campaigns -- it allows you to run appealing contests, sweepstakes, and product launches.

It also happens to be a decent landing page builder in its own right, but focuses its marketing efforts on the promise of viral traffic generation.

The templates are mostly geared towards coupon giveaways, referral rewards and the like, so if this is something you're interested in, KickOffLabs helps you quickly and easily create a professional-looking landing page. Whether or not it will go viral -- who knows?

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14. ShortStack

Shortstack specializes in landing pages for contests, giveaways, and quizzes.

It includes email marketing tools to run the competitions and keep contact with participants. The drag-and-drop builder is focused on speed and offers a multitude of templates.

With built-in analytics, you can keep track of your campaigns. Plus, integrations with email services like Mailchimp make it easy to store the leads you collect.

You can build all the pages you want with the free tool, and upgrade at any time for additional features and tools.

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15. ConvertFlow

ConvertFlow is a fantastic option when you need both the power of an easy visual builder as well as more complex features suxh as multi-page forms, conditional logic, and automation.

You can have prospects skip steps based on previous actions, add automation for list segmentation, run custom code for event tracking and retargeting, and increase conversion rates by providing a personalized experience. Best of all, it integrates with CRMs, allowing you to get a comprehensive understanding of your leads' behavior.

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16. involve.me

With this tool, you can create landing pages without a developer and either host them as standalone pages or as part of your existing website.

One powerful feature of involve.me is the ability to get data from partial submissions that can lead you to conversion optimization insights. In addition, the software comes with the ability to create automated drip sequences to collected leads.

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There are so many tools available to build landing pages, but it ultimately comes down to which is right for your specific purpose.

If you're looking for a user-friendly landing page builder that integrates all your customer data and analytics tools from HubSpot's market-leading software suite, get started with HubSpot Landing Pages today.

Editor's note: This post was originally published in May 2019 and has been updated for comprehensiveness.

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10 Zoom Backgrounds HubSpotters Love

When I first started working remotely, I quickly realized that I didn't like the available backdrops in my house.

First, there's the cluttered living room. Then, there's the rarely spotless kitchen. Or I could go with the yellow wall.

That's when I started looking into Zoom backgrounds.

I found a few funny ones, some professional ones, and even a couple of creative options. It turned out to be really fun to express myself with a Zoom background.

If you're in the same predicament, look no further.

Below, let's learn how to set up a Zoom background, and then we'll show you our favorite ones.

1. Open Zoom

Before we dive into our favorite Zoom backgrounds, let's learn how to set one up. To start, open your Zoom app and log in.

2. Go to Zoom "Preferences"

Once you're logged in, click "zoom.us" on the top left and then hit "Preferences." You can also get to this page by clicking your profile image on the top right corner, and then clicking "Settings."

3. Click "Virtual Background"

When you've opened your settings, click "Virtual Background" on the left-hand side.

4. Click the "Plus" sign and "Add Image"

Now, click the plus sign on the right, and click "Add Image." Voila. Now you can add any image that you have the rights to and that meets the image guidelines.

Tips for Determining When to Use a Zoom Background

So, when should you use a Zoom background?

Well, some days you might wake up and your living room is a mess, or the dishes haven't been washed, or your roommates are walking around.

In fact, I've actually had to take meetings in the bathroom because it was the only empty room in my house and I had an important meeting.

Whether it's a noise-related issue or you want to limit distractions in the background, that's when Zoom backgrounds come in handy.

Plus, these backgrounds can be a great way to break the ice. They can often be used as a conversation starter. A lot of people on my team were actually surprised when they learned that my house did not look like the Zoom background I always use (see screenshots above).

However, it's important to remember the tone of the meeting when you're choosing a background.

If there's a professional meeting, it probably isn't time to break out a Taylor Swift concert background (which I have and use for informal meetings).

Additionally, your Zoom backgrounds shouldn't be distracting. In fact, sometimes the point of the background is to lessen distractions.

So try to avoid super bright, or complex images. Also, make sure you have the rights to use the images you've downloaded. Your images shouldn't require licensing or attribution.

How to Troubleshoot Glitchy Backgrounds

Now, this probably isn't a surprise, but sometimes technology doesn't work as planned. If your background is glitching, try a few of these quick options to fix it.

• Sign out and sign in again
• Ensure virtual backgrounds are enabled
• Make sure your background meets the image requirements
• Update your Zoom app

Our Favorite Zoom Backgrounds

Now for the fun part. Choosing Zoom backgrounds is one of my favorite activities. Below are some of our top picks at HubSpot.

Zoom Backgrounds for Casual Meetings

1. Vacation Vibes

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2. Cute Animals

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3. Nature

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4. Concert

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Zoom Backgrounds for Formal Meetings

5. Library

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6. House

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7. Minimalist Architecture

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8. Splash of Color

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Original Zoom Backgrounds from HubSpot

9. Colorful Background

10. Bubbles

Zoom backgrounds can be a great way to limit distractions and start a conversation. Just remember to think about the tone of the meeting when you're choosing your background images.

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8 Innovative & Inspiring Examples of Augmented Reality in Marketing

For now, augmented reality (AR) is still largely a novelty -- AR's newness alone contributes to its ability to surpass print, online, and television advertisements in terms of shock-factor. As The Drum reports, AR can capture people’s attention for over 85 seconds, increase interaction rates by 20 percent, and improve click-through rates to purchase by 33 percent.

Right now, people will stop and look at AR-inspired experiences, regardless of the campaign's overall quality. But as more companies incorporate AR into their marketing strategies, and as AR technology becomes more ubiquitous, you’ll need to produce more thoughtful campaigns to impress your audience. Eventually, AR will become mainstream, and its prevalence in the industry will make it harder to compete.Tim Cook, Apple’s CEO, has said that AR will one day be as important in our everyday lives as “eating three meals a day.” So, the question is -- how can your marketing strategy effectively capture an audience’s attention, once AR has become commonplace?

Here, we’ll look at eight companies that use AR in innovative and inspiring ways. These examples should be all the inspiration you need to brainstorm and execute a brilliant long-term AR marketing strategy.

Augmented Reality Examples

Augmented Reality for Product Marketing

1. Home Depot

Decorating a home isn’t easy -- how do you know if you’ll actually like the yellow paint that looks beautiful online, but might be too bright in your bathroom? What if that coffee table doesn’t fit in your living room like you’d hoped?

In 2015, Home Depot released their Project Color app, which uses patent technology to show users what a paint color will look like in their home. The AR technology takes into account lighting, objects, and shadows in the room, so you can see how that yellow shade will look in real life. If you don’t trust your own judgment, you can also share images from the app on social media, to get a friend’s opinion.

In 2017, Home Depot took it a step further -- now, you can also use their app to check out how objects like patio furniture, faucets, and other products look in your home.

Home Depot isn’t the only home furniture store to use AR to create value for their users -- Lowe’s and Ikea have similar AR technology built into their apps.

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2. Timberland

If you’re anything like me, the idea of trying on items in the dressing room can sometimes deter you from shopping at all. More than once, I’ve said, “I’ll buy it, try it on at home, and return it if I don’t like it,” just to avoid the hassle of carrying a pile of clothes into a dressing room line.

In the interest of convenience and comfortability, Timberland created a virtual fitting room in Moktow Gallery in 2014. Using Kinect motion sensing technology, Timberland’s virtual fitting room allowed shoppers to see an image of their face, and a similarly-sized model body, in different outfits.

If you’re going to use AR, you’ll want to brainstorm unique ways to help your customers avoid an otherwise burdensome process. While fitting rooms might not be the end of the world (first-world problems?), Timberland stands out as a helpful brand by offering customers a fun and useful alternative.

3. Sephora

There’s a reason many women don’t buy makeup products online -- it’s impossible to know if you’ll like the lip color or foundation coverage if you don’t try it on, in-store.

Sephora understands this struggle, and created an augmented reality experience, Virtual Artist App, with ModiFace to ensure Sephora app users can see how makeup products will look on their face via their phone’s camera. Users can also find out which tools or products they’ll need to apply certain products.

Additionally, Modiface’s augmented reality technology can show users the effects of months of skincare on their skin -- a visual they won’t find in-store.

Bridget Dolan, Sephora’s head of innovation, appreciates the necessity of a long-term AR strategy. “When it comes to augmented and virtual reality, it can only be successful if it’s truly useful,” Bridget told Glossy. “We weren’t interested in just buzzy. A lot of things like technical accuracy and timing had to come together, and there was a time last year when, during testing, we hit a tipping point.”

Sephora’s use of augmented reality isn’t just helpful for users -- it also drives sales by appealing to Sephora’s more tech-savvy consumers, and encouraging those consumers to become brand ambassadors by recording and sharing their augmented reality experiences online.

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4. AMC Theaters

Delivering a message when and where your audience wants to receive it is a critical component of a successful marketing strategy. This is especially true when it comes to AR.

AMC Theaters, understanding their audience is most interested in upcoming movie trailers when they’re at the movies, incorporated AR technology into their AMC app. When a user sees a movie poster in a theatre, they can open the AMC app on their phone, scan the poster, and receive relevant information, including a cast list and a trailer.

If they’re interested in the movie after scanning, they can also purchase a ticket immediately, within the app.

Ultimately, AMC Theatres is providing optimal convenience with their use of AR -- while a user can YouTube a trailer or Google a review, there’s an added incentive to check the movie out and purchase a ticket when the user can do it all in one place.

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5. Taco Bell

There are two big reasons you’d visit a Taco Bell in 2012 -- to try their new Doritos taco shell, or to play with their augmented-reality packaging.

Taco Bell placed an AR feature on each Locos Tacos box and soda cup for their Doritos shell campaign. When a user scanned the box with the Taco Bell app, they could see product-related Twitter and Facebook content on their phones.

By connecting their users with live social media content, Taco Bell successfully used AR to cultivate a stronger sense of community. They also showcased their brand as a major player in innovation, particularly in the fast-food industry.

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6. StubHub

Augmented reality enables you to both visualize and interact with a space -- two critical functions when choosing how much you’re willing to pay for a stadium seat.

For Super Bowl LII, StubHub introduced an AR feature on their mobile app that allowed ticket buyers to see a virtual 3D model of the U.S. Bank Stadium, as well as nearby parking garages and concession stands. This enabled potential buyers to visualize their full experience before purchasing, and minimized the risk of paying for a subpar seat.

StubHub’s reliance on AR solved for a common customer problem -- as StubHub CTO Matt Swann points out, "We’re solving for real pain points, not just tech for the sake of tech. For a lot of people, it's not an event you just show up for, it's kind of a bucket list item."

Particularly for out-of-towners, the ability to virtually compare different seat locations adds a level of comfort for hesitant buyers.

Back in 2016, the company also introduced a “virtual view” option on their app, letting ticket buyers preview their view from their seats before purchasing. The results were tremendous -- StubHub saw app engagement more than double within one year.

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AR and Experiential Marketing

7. Netflix

To market season two of the Netflix original series Stranger Things, the streaming company launched a series of AR/VR lenses on Snapchat. With the lens shown in the video below, users could record videos of themselves walking through one of the houses seen in the show, as monsters called Demigorgons pop out of the wall. 

Aside from this lens, which is incredibly immersive for a mobile app, Netflix has also leveraged AR filters to promote its content.  The video below highlights just a few that were featured on apps like Facebook and Snapchat. 

8. Pepsi

In 2014, Pepsi installed AR technology in a London bus shelter, making it appear as if a lion, UFOs, flying saucers, and other objects were headed straight for Londoners.

The production showcased Pepsi’s playful personality and provided the audience with an exceptional experience. Afterwards, a video of the bus shelter’s AR technology attracted over six million views on YouTube -- making it one of YouTube’s most viewed advertising campaigns.

Pepsi’s campaign highlights the effectiveness of AR when a company truly knows their audience. Pepsi didn’t need to use AR to advertise their products -- instead, they trusted their consumers to appreciate the surreal experience and naturally share the story with friends, creating buzz around their brand as a result.

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The State of AR in Marketing

While a number of brands still can't access AR quite yet, marketers can still take a note from how these brands creatively implemented a new technology into their content marketing strategies. 

Ultimately, as the media landscape changes and technology gets more advanced, marketers at business of different sizes might have more opportunities to implement technology. And, when they do, they'll need to think creatively and innovatively about how they invest in it. 

To learn more about AR in marketing, check out this ultimate guide. If you want to dive deeper into virtual reality, you might enjoy this list of examples.

 

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Bing PPC Ads: How They Work (and Compare to Google Ads)

If Googling has ever let you down, you may have come across another search engine called Bing.

This search engine is powered by Microsoft and strives to outdo Google at every turn. Bing wants to revolutionize digital search and rival the industry's long-standing powerhouse.

It's an ambitious goal, but one place where Bing differentiates itself is through its Pay Per Click ads, or PPC. According to our guide, Pay Per Click ads are, "a form of search engine marketing (SEM) where the advertiser pays for clicks on an ad."

Simply put, the advertiser has to pay the publisher whenever a visitor interacts with the ad. In exchange, the ad is added to the search engine's database, which displays the ad whenever the content matches a visitor's searched keyword.

While Google Ads offers a popular PPC feature, Bing's has unique advantages that distinguish itself from the search engine giant. And, if you're the owner of a small- to medium-sized business, you may be more interested in Bing's PPC benefits than Google's.

In this post, let's break down how Bing PPC ads work, as well as how they compare to Google Ads.

Bing PPC

Bing PPC ads operate on Microsoft's three popular search engines: Bing, Yahoo, and AOL. When you use Bing campaigns, your content is shared across all of these platforms at once. With over five billion monthly searches being made on the Microsoft network, this makes Bing PPC a notable marketing tool for paid ad campaigns.

In terms of functionality, Bing PPC ads work similarly to Google ads. You bid on keywords based on their traffic volume, then your ad is displayed when that keyword is searched, and finally, you pay Bing whenever a visitor clicks on your ad. Like Google, your ad's copy can have up to 80 characters and Bing even has support tools that can help your team build a cost-effective keyword list, so you never waste money on ads that aren't being displayed.

With Bing, you can also set up targeting filters that determine where and when an ad will be published. For example, if you want your ad to only appear on mobile devices, you can select the mobile traffic option. Or, if you want the ad to appear solely on Yahoo, you could filter it from Bing and AOL. This gives your team more flexibility and optimizes the effectiveness of your PPC campaign.

Bing PPC ads present a timely opportunity for marketing teams. It's less competitive than Google AdWords, and its users shop online 36% more than any other search engine. While Google AdWords is still a very powerful tool, there are some advantages of Bing that makes it attractive for small- to medium-sized businesses. So, now that we're familiar with how Bing PPC ads work, let's discuss some of the key differences between Bing PPC and Google AdWords.

1. Bing Ads offers unique filter options and social extensions.

While both Bing PPC and Google AdWords allow you to filter your ad's targeting, Bing's software has a unique innovation that sets it apart from Google. With Bing, you can set age filters for your search ads, so only visitors of a certain age group will see them. Or, you can set up a location filter so visitors in a certain part of the world see your content. This way, you'll ensure qualified leads are being exposed to your marketing campaigns.

Another key feature that Bing has an advantage in is its social extensions. Social extensions are a line of copy on your ad that tells the visitor how many social media followers your business has. On Bing, this feature shows your social following for Facebook, Twitter, and Instagram. Google AdWords, however, can only show you the number of Google+ followers.

2. Google has a bigger reach, but Bing's audience is older and tends to have higher income.

According to Microsoft, Bing represents more than 34% of the world's desktop search engine marketplace. That means about one in every three people will use Bing over another search engine.

And, more importantly, Bing's PPC ads can reach 60 million users that Google AdWords cannot.

In terms of the largest audience, Google is the outright favorite. But, that doesn't mean Bing isn't worth your investment. Bing has over 137 million users who search roughly six billion times each month. These people tend to be older than Google's users, and have an income of more than $100K.

So, even though Google has a larger audience, Bing works with users who have substantial buying power.

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3. Bing users are interested in financial and shopping services, so you might see higher conversion rates on Bing depending on your industry.

When tested by Blue Corona, Bing PPC experienced a 34% higher click-through rate than Google ads.

Additionally, new research found that financial and shopping services have experienced the most success with Bing PPC. This is mostly attributed to MSN's and Yahoo's popular financial reporting, which yields more keywords related to online shopping and business reports.

Bing users tend to be more engaged with sites after ad clicks, as well. In one industry, Bing ads had a 56% higher conversion rate than Google AdWords. That's because Bing users typically have more interest in e-commerce and are willing to spend money online.

4. Bing Ads often appear higher on the search results page.

Since there are fewer users on Bing, its ads tend to display higher on search results than Google AdWords. In fact, Bing ads appear 35% higher in search results than Google ads.

Bing copies Google's keyword auction technique, which favors its users because they don't have to outbid Google's massive user base. With Bing's less-competitive market, you won't have to bid as much on keywords to maintain your spot on the search results page.

5. Bing has lower cost-per-click.

With fewer competitors bidding on keywords, you can expect to spend less on your Bing ads. In fact, one business spent 35% less on Bing ads than it did on Google AdWords.

In terms of cost-per-click (CPC), ReportGarden found that the average CPC for Bing was $7.99 whereas Google's was $20.08. Since there's less overall traffic occurring on Bing, CPC is typically less expensive.

This presents an opportunity to obtain a strong ROI if you can capitalize on the right keyword at the right time.

Google Ads vs. Bing Ads: Which One is Right for Your Business?

If you're choosing between Google AdWords and Bing PPC, both tools can be valuable assets to your marketing team.

With Google, you have access to a massive audience with users from many demographics, and you can trust that your content will be displayed on the world's preferred search engine.

However, this space is highly competitive, and you'll need to monitor your campaign diligently if you want to see a positive return on your investment. Your marketing team will need plenty of means and experience to make Google AdWords a reliable source of lead generation.

Bing PPC presents a lower-risk option for paid ad campaigns. You still have access to a large audience, but keyword bidding isn't as competitive as Google.

The tradeoff here is that Bing traffic is significantly lower than Google's. So, while your ads may be positioned higher and cost less, they may not be seen by as many people. That limitation may be discouraging to larger companies that have bigger marketing budgets.

For more information about PPC ads, read these PPC campaign tips.

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How to Determine a Bidding Strategy for Different Types of Ads

When I first learned how to ride a bike, I remember being scared. It was a daunting process because I'd never done it before and was terrified of falling.

I actually remember feeling similarly when I first started getting into paid advertising campaigns at the marketing agency I worked at. The first time doing anything can be an intimidating process.

But as a marketer, it's important to understand how to set up your paid advertising campaigns so you get the most out of your budget.

To do this, you can use several types of bidding strategies for different types of ads.

Below, let's review the bidding strategies that will drive results when you use Facebook ads and PPC/Google Ads.

Facebook Ads Bidding Strategy

When you're just getting started with Facebook Ads, it's not easy to figure out what strategy to use.

Luckily, Facebook has a guide that explains the different bidding strategies you can use. Let's dive into those strategies and figure out how to determine which one is right for you.

1. Lowest Cost (Auto Bid)

With this strategy, you won't have a lot of manual work to do. In fact, Facebook is the one who sets up the bid automatically.

If you want to spend your full budget, this is a good choice for you. It's a hands-off strategy and you can get more bang for your buck while spending your budget.

So, how do you know if this is a strategy you'd want to implement? Well, this is a good idea if the goal of your campaign is brand awareness, impressions, traffic, post engagement, or lead generation.

2. Bid Cap

This strategy is slightly different because of the manual processes. For this one, you'll be the one who sets up the bidding.

This is a good option if you want more control over the cost. In fact, with this strategy, you might not even spend your full budget.

This type of strategy works for the same types of ads as the lowest cost strategy, it's just more manual and gives you more control over your spending. Plus, it can help you increase competitiveness against other advertisers.

3. Cost Cap

If the goal of your ads is traffic, event responses, offsite conversions, or lead generation, then this is a good option as well.

With this strategy, Facebook sets the bidding while you determine the maximum amount you're willing to spend.

You could use this type of bid strategy if you want to maximize cost-efficiency and keep cost within a certain threshold.

4. Target Cost

Another semi-automatic option, this strategy will allow Facebook to choose the bid while you set a target price. This is the price that you'd like to strive for, but Facebook could over or underspend slightly.

If you want to maintain a consistent cost, this is a good strategy to look into. You'll be able to predict your cost and get the most conversions possible at your target cost.

However, it's important to keep in mind that you could lose out on other cheaper options.

This is a good strategy if the goal of your ad is traffic, lead gen, or conversions.

5. Value Optimization with Minimum Return on Ad Spend (ROAS)

If you set your objectives to app installs, conversions, or catalog sales, then this is an interesting bid strategy to consider.

With this strategy, Facebook sets up the bid that's specific to optimizing value. If you're using ROAS as the primary metric of success, this is a good option.

This bid strategy will focus the campaign on the bottom line, so you get the most opportunities while maintaining a minimum ROAS.

6. Highest Value

If you want to spend the full budget and get the highest ROAS, then this is a good bidding strategy.

It's hands-off, meaning Facebook manages the bidding. You can spend your budget, while achieving the highest value results.

This is a good strategy if the goal of your ad is app installs, conversions, or catalog sales.

Now that we know more about Facebook ads bidding strategies, let's dive into strategies you can use with pay-per-click (PPC) ads, whether it's through Google or another search engine.

Google Ads/PPC Bidding Strategy

Similarly to Facebook ads, getting started with PPC ads can seem like a difficult task if you've never done it before.

Before you review the options for Google bidding strategies, it's important to understand how to build a campaign.

In the video below, HubSpot Academy reviews how to build your first Google Ads campaign and explains how the Google Ads auction system works.

Now, let's dive into the options that Google has for bidding strategies.

1. Manual Cost Per Click (CPC)

Similar to the manual strategies for Facebook, if you want to have more control over the cost and spend, this is a good strategy for you.

With manual CPC, you select the price that you're willing to pay for each click. Then, Google will ensure you never spend over that amount for a click.

2. Target Cost Per Acquisition (CPA)

With this strategy, you can set a target CPA that lets Google know how much you want to spend on producing an action.

According to Google, "Using historical information about your campaign and evaluating the contextual signals present at auction-time, Target CPA bidding automatically finds an optimal bid for your ad each time it's eligible to appear. Google Ads sets these bids to achieve an average CPA equal to your target across all campaigns using this strategy."

With this set up, you pay for conversions rather than clicks.

3. Target ROAS

Similar to the ROAS strategy for Facebook, you can determine how much you want to get back from your ad spend with PPC ads as well.

This is a great strategy to use if you want to get more conversion value at a target ROAS that you've set yourself.

4. Maximize Clicks

Sometimes when you set up a PPC campaign, all you care about is maximizing your clicks.

When that's the case, you can use this strategy to let Google adjust your campaign automatically to get the most amount of clicks.

This is the simplest, most straightforward way to bid for clicks. All you need to do is set your average daily budget and Google will do the rest.

5. Maximize Conversions

On the other hand, if conversions are the main metric you're using for success, you might want to look into a maximize conversions strategy.

With this strategy, Google will focus on optimizing your bid strategy to help you get conversions.

This is a good strategy to use if you want to spend your entire budget while getting the most conversions possible.

6. Target Search Page Location

If you want your ad to rank in a specific place on the search engine results page, this is a good strategy to consider.

Google will optimize your bidding strategy to get your ad to show up in a specific place.

7. Target Outranking Share

With this type of strategy, Google allows you to choose how often you want to outrank your competitors.

This is a good strategy if you're focused on increasing the competitiveness of your ads.

8. Enhanced CPC

With this strategy, you can automatically adjust your manual bids to try to maximize conversions.

This is just an enhanced version of the manual CPC strategy. If you're testing out CPC ads, this is a good strategy to learn more.

Ultimately, you should experiment and figure out which strategies work for your business. Even if you do an automatic bidding strategy, you should watch it carefully and monitor the results.

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20 Free Professionally Designed Landing Page Templates

When it comes to turning web visitors into leads, landing pages convert at 23% on average, making it the highest converting type of signup element.

A strong landing page usually offers your website’s visitors a resource, such as a piece of content, in exchange for contact information. Sharing or hyperlinking to the URL of a landing page, rather than a homepage, also increases the likelihood of turning traffic into conversions.

While landing pages can play a vital role in lead generation, they don’t have to be complicated. In fact, you should aim for a page that’s concise and inviting, rather than complex and overwhelming.

Rather than just placing a rigorous contact form on a page, it can be more productive to tease an interesting offer or a free resource in exchange for only a small amount of information.

Even when you know what you’re going to offer and what information you’d like to receive from a visitor, the idea of building a landing page can still feel daunting.

If you don’t have the bandwidth to build a page yourself, have little experience in design software, or have limited resources to hire a designer, using a pre-designed template could be the most efficient way to launch a professional looking page in a short amount of time.

20 Free Professionally-Designed Landing Page Templates

We’ve put together a list of 20 free, easy-to-use templates that can guide you through the process of building your next landing page.

1. Royce

Available on Squarespace

Royce is specialized for event reservations. There is no navigation bar, but the layout features a customizable background image, a headline, and a call-to-action button that says “RSVP.”

To fill out the form and reserve a spot, visitors can click the RSVP button to see a form appear, or scroll down below the fold to see a static reservation form. This is an interesting template because it amplifies visuals and keeps the layout simple while still offering visitors two ways to convert.

2. Architecture

Exclusively Available With HubSpot's Free Landing Page Builder

The Architecture landing page template is ideal for capturing blog subscribers with an attractive hero image at the top, space to provide context about what users can expect if they subscribe, and the default module for past content right below. It can also be customized with your brand and edited with drag-and-drop functionality.

3. Invest

Available on HubSpot

This design includes a photo, customizable text, no navigation (to keep visitors focused on your offer), and a short form. Users can also customize and add other elements such as the icons seen at the bottom of the image. Below the fold, users can also add more information about the offer or company.

4. Hubstrap

Available on HubSpot

The Hubstrap template has a simplistic look and feel but devotes a bit more room to text. This might be a good option if your content offer has less imagery to go with it. For example, you might use this page to describe an offer or a long whitepaper on a topic related to your industry. Users can similarly personalize the design and add drag-and-drop sections to the page.

Unlike the above landing pages, this example does include navigation. However, it’s simple enough that it doesn't detract from the offer.

5. Vibrant

Exclusively Available With HubSpot's Free Landing Page Builder

Let's say you don't want your conversion elements at the top of the page, instead opting for a longer-form sales page. Vibrant is a modern, minimalist-looking template that can be customized with your detail-rich sales copy. Pairing each section with a compelling image is a great start to creating a user experience prospects will love.

6. Landing Form

Available on HubSpot

This template includes a background image with a dark overlay, a headline, text, bright call-to-action buttons, and a form. It eliminates the navigation bar but includes a button at the top of the page. The image also has a dark overlay to keep it visible, but less distracting. As you scroll below the fold, this template also includes spots for more imagery and details that could relate to the product or offer.

 

7. Gradient

Available on HubSpot

Gradient is sleekly designed for a content-based offer. It has a simple layout with a form, headline, description text, photo, and logo, but continues the theme of no navigation. Like the other HubSpot templates, users can add a photo or product shot, a background image that appears behind a gradient color, and descriptive text. They can also adjust or change the gradient background’s color.

8. University

Available on Wix

This layout may be useful for those seeking leads for an educational event, course, or a similar service. The form is more detailed, but the layout itself also allows room for more text and imagery. Above the fold, you can see a headline, supporting images, and a form. If you keep scrolling, there are additional sections where more text and imagery can be placed.

9. Skyline

Available on Wix

This template may be helpful to a company or individual that hasn’t yet launched a website or product but still wants to gain early leads in the meantime. Above the fold, there’s a giant headline area, where the template has “Coming Soon” printed.

When you scroll down, you can see a quick description of the company and a box where visitors can add their email. Users can also add a photo or video to the background.

10. Bold

Exclusively Available With HubSpot's Free Landing Page Builder

With a big headline, a short subtitle, and a conversion element above the fold, Bold makes its point concretely and succinctly. This makes it a great landing page for nearly any piece of gated content from ebooks to newsletters and tools.

11. Online Store Coming Soon

Available on Wix

This template is very simple. Like the above “Coming Soon” template, the text could be edited to use this layout for a different purpose. There is no navigation and any information about the company is off to the corners. This layout allows space for a clear product shot, as seen with the shoes. Headline text, a small amount of descriptive text, an email box, and a button are pre-designed in the layout. Users can also link their social media accounts to the icons under the “Notify Me” button.

12. Lead-Gen Landing Page

Available on Wix

This template seems specialized for B2B products. It allows users to edit and customize the text and images through Wix. Users can also place background videos into the layout. The page is designed to be long, with the form and call-to-action above the fold followed by sections that detail different aspects of a company or firm, such as staff information.

13. Fagri

Available on WordPress.org

Fagri was designed broadly for multiple purposes and industries. According to its description, the theme’s widgets, such as the contact form are customizable. Users can also change the text and images. Although there is a navigation bar, the layout’s design still draws attention to the text, call-to-action buttons, and the contact form.

14. Rally

Exclusively Available With HubSpot's Free Landing Page Builder

Great for ebooks, Rally establishes a three-column format at the top to help website visitors visualize the offer, digest what it's about, and convert above the fold. If they need more information — for example, if you're offering an in-depth white paper or report — additional modules can be added to further persuade them to opt in. It also helps that the form design is fantastic, offering a place to craft a true value proposition that conveys what they will get out of the information.

15. Real Estate Landing Page

Available on Wix

Although this template doesn’t offer a resource for information, it can be edited and customized to include an offer. As you scroll down the page, the background image can remain static. With the current page’s design, there is room to add company information below the fold. There is also a second form at the very bottom so visitors will have another chance to convert.

16. Construction and Lawyer Landing Pages

Both Available on WordPress.org

Wordpress also offers two similar Lawyer Landing Page and Construction Landing Page templates. Although the original designs are targeted at the two job fields, they can be customized to fit other brands and industries. Both have a header image, overlaid text, and an arrow pointing to a decently sized form above the fold. They also both offer the visitor a free quote.

17. Nightfall

Exclusively Available With HubSpot's Free Landing Page Builder

Another landing page with versatility and flexible real estate with regard to layout, Nightfall is a great option if you want to create a gripping narrative around your copy. With plenty of room to give context about the offer before presenting a conversion element and drag-and-drop capability for extra modules, this template can be adapted for long-form content or short, snappy, and hard-hitting copy.

18. Gardenhouse

Available on MailChimp

This template does not include a navigation bar, which forces a visitor to focus on the given offer. Towards the bottom of the page, it can be customized to include logos or other company information. Like all MailChimp landing page themes, this layout is optimized for mobile and will automatically adjust to different screen sizes.

19. Bandmates

Available on MailChimp

This template is also pretty simple with room for customization. It similarly removes navigation and keeps the company logo, text description, and a subscribe form above the fold.

Users can also drag in more elements, like text or form boxes, into the design. Just below the form, users can include a product shot or another image. The blue background allows the form and call-to-action button to pop, but these colors can also be customized to fit your brand.

20. O-Book

Available on Unbounce

Unbounce layouts come with its subscription, but here's one of the landing pages that you can test out with a free 14-day trial. This template is focused on book-specific lead generation. There is a clear spot for a product image, headlines, detailed description text, and a form box.

The top navigation is minimal, but it does include social media buttons. Since this layout is only free for a trial period, this might be a better option for a company that has already gained revenue from landing pages and is looking to test out a more detailed, but affordable design.

Landing Page Best Practices

The above templates already follow a number of landing page best practices. For example, many of them exclude a navigation bar, which may detract attention or clicks away from the offer on the page. Most of them also leave room for a photo or video. While photos offer a great product tease, videos have also been seen to increase conversions by 86%.

To learn about other landing-page best practices, check out this guide.

Editor's note: This post was originally published in May, 2019 and has been updated for comprehensiveness.

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