Why Does a PPC Marketing Campaign Have to Have a Landing Page?

If you’re serious about achieving high visibility within the search engines, you’ll have explored the many different approaches to search engine marketing. Pay Per Click management is still one of the most popular ways to boost your online exposure, but have you seriously considered the impact of your landing pages on your current campaign?

Often, businesses will spend a lot of time (and money) crafting attractive, relevant PPC ads but neglect the opportunity to create an engaging landing page. Underwhelming landing pages can completely ruin the consumer’s perception of your business. You’ve worked hard to gain the attention of the user and paid for the sponsored link, so why lose their interest by offering them a badly designed, uninformative landing page?

Optimising your landing pages to capture consumers is easy – bear a few simple tips in mind and you’ll be experiencing a phenomenal increase in interest as well as impressive click-through rates.

First of all, be sure to create campaign-specific landing pages. PPC marketing is a great way to market various items, so develop individual pages for each product or service your company offers and ensure that each page only advertises one thing at a time. Mass marketing is impersonal and defeats the point of Pay Per Click advertising, while offering up a large range of items will only confuse the user.

Expand on the information set out in your PPC ad using the same search terms and keywords. To improve your Google Quality score there must be a considerable amount of relevance between your ad and your landing page. Achieving a high Quality Score is important because you’ll eventually gain a higher ad position and pay less per click, leaving you with money to spend on further promotion.

Pay a lot of attention to the particular style of your writing. You can’t put a price on great copywriting skills so employ the professionals to craft your landing pages. Create well-constructed, quality content for your pages that will retain the curiosity of your users and provide them with all the information they need. Remember that writing for internet users is completely different to writing for other media such as magazines and that you’ll have to work hard to sustain the interest of consumers. Never use aggressive language but look to persuade the user to investigate your offerings further. You can of course incorporate graphics and banners into your page to improve the overall design, but ultimately the text is what’s going to land you that sale, much like the original PPC ad.

Pay Per Click landing pages are mainly generated to present readers with clear calls to action. Make it easy for your user to follow a definite ‘click path’ through your site that will lead them to a well-designed enquiry form, a fully-functional shopping cart or a basic contact page complete with phone numbers or email addresses. Don’t rely on your existing site navigation – put yourself in the shoes of the user and guide them cleanly through the purchasing process. A mistake made by many is that of distracting the user from their buying intentions, and this can be avoided by never cluttering up your page with irrelevant links or alternative options.

Finally, test your pages regularly to determine what works well and which pages are experiencing a higher bounce rate. Trial-and-error is a huge element of Pay Per Click marketing, even for the most experienced PPC managers, as you can’t always tell which pages will prompt the best response from your users.

By following these simple guidelines, you’ll be creating highly effective landing pages that will truly impress your users and drastically improve your PPC conversions. 

About the Author:

The above article is edited by RP, who is associated with many SEO and Web Designing related companies like SEO Positive in UK which is showcased in the article. She excels in writing articles related to web designing, SEO, social media, pay per click marketing services etc.

About The Author

is the founder and CEO of Practical SEO and also a passionate blogger. All of his free time he dedicates to his Practical SEO blog and giving free advice as well as participating in the blogging community.

Connect with me on Facebook | Twitter | Google + | LinkedIn

13 Response to Why Does a PPC Marketing Campaign Have to Have a Landing Page?

  1. TrafficColeman on July 28, 2011

    I say its all about getting that subscribe to fork over that email..this is how i built my list up to a 100k.

    “Black Seo Guy “Signing Off”

  2. Mark @ TheBitBot Organic SEO & SEM Blog on July 28, 2011

    I know that PPC is a great way to tell if a particular keyword is a buying keyword.

    Additionally, it is also a great way to A/B split test before investing in SEO long term.

    Of course, PPC is tough. Google has very, very strict rules concerning landing pages.

    If you can find a good PPC manager, you have found pure gold.

    Great post, RP.

    Mark

  3. Sam on July 28, 2011

    I make this mistake but i learn a valuble lesson and from that point i was very attention at landing page each time i start a campaign.

  4. Anna on July 29, 2011

    You are about PPC as this is a great way to promote a site. It was very useful for me to read about the landing page. To tell the truth I know about this method, but I have never applied it to my site as I still prefer some white hat methods, although may be I am mistaken.

  5. Amit@Forklift Training on July 29, 2011

    Great guidelines, but i could’ve used a little more detailed steps on some topics. Still, it’s a good starting point.

  6. Bas@profit tempest on July 31, 2011

    I always look at ppc to judge the level of competition also, dont build my conclusion on that solely tho, this is a good post.

  7. Round Up #32 — lawmacs web design blog on August 1, 2011

    [...] (2)Why Does a PPC Marketing Campaign Have to Have a Landing Page? – If you’re serious about achieving high visibility within the search engines, you’ll have explored the many different approaches to search engine marketing. Pay Per Click management is still one of the most popular ways to boost your online exposure, but have you seriously considered the impact of your landing pages on your current campaign? [...]

  8. Jesica Wills on August 8, 2011

    Thats very nice article Zarko. PPC is new for me. I got something from this article. Can you explain PPC from the beginning? or provide me some PPC material. Thanks.

  9. karen@advertise online on August 15, 2011

    PPC Advertising is very important since it is a way to help you get customers at your doorsteps but ads alone cannot engage your customer, you need also to have a good landing page that offers quality service to its users.

  10. Noel Addison@Web Development Ventura on August 16, 2011

    Landing pages and PPC ads go together. Although a website owner can have a landing page and not use PPC advertising to get traffic to the page or site, a PPC advertiser must have a landing page that the ad links through to.

  11. City Pay Per Click on August 22, 2011

    Exactly, not only should the landing page be great for PPC visitors but you want it to be great for page rank for search engines and for anyone else who might stumble upon your page.

  12. Search Engine Marketing on December 17, 2011

    The search engines are forced to cater to searchers and advertisers simultaneously. The searchers comprise their user-base, while the advertisers provide them with their revenue stream.

  13. Jamil on January 10, 2012

    Yes, I agree about Landing Pages and PPC come together as one. Page rank will also give the weight. If you don’t know much you need help from an expert to make everything work.

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