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.