In some instances, it may make sense to utilize a single optimized page for both organic and PPC purposes.  Other times, it can be more effective to create unique landing pages specifically for PPC advertising.  In the case where creating a separate, unique landing page for PPC advertising, there are some important elements that should be included if you want your page to convert.  Below are a few key tips to help you create the ultimate PPC landing page:
 

  • Create a Strong Call to Action – This may seem like common sense, but putting your contact information or form fields below the fold is going to limit your conversion numbers.  Make sure that your CTA is front and center on your landing page.  It should be as conspicuous and easy to read as possible, without making it obnoxious.  Make your PPC landing pages conversion-focused by giving visitors exactly what they asked for in their search right away, with little to no navigation required.
     
  • Use Minimal Copy – Pages built specifically for PPC should be used as convert first, inform second, tools.  Since your visitor is most likely coming to your landing page via a targeted, conversion-focused keyword search, you don’t necessarily want to bog them down with a ton of information on your landing page.  The copy that you do have on your PPC landing page should be short, to the point, and written with the goal of leading the visitor to convert.
     
  • Limit Navigation Possibilities – Although your PPC landing page should resemble the same look and feel as the rest of your site, the navigation possibilities should be limited.  You don’t want to give visitors a ton of ways to navigate away from your conversion page.
     
  • Optimize Your Page – You’ll want to optimize your PPC landing page as you would any other page on your site.  Incorporate keywords that you are targeting in your ad groups in the title and META tags of your PPC landing page, as well as within the on-page copy where appropriate.  Unifying your on-page optimization with your Adwords ad copy and your targeted keywords will yield the best coversion rate for your PPC campaign.
     
  • Match On-Page Copy with Ad Copy – As mentioned above, creating a unifying message is key.  If you are offering a special deal, say free shipping, and your ad copy reads, "Free Shipping", then that should also be reflected somewhere on your PPC landing page.  Google rewards this unification of messaging with higher Quality Scores, which will lead to lower CPC and better positioning.
     
  • Test Different Versions – Create a few different versions of your PPC landing pages and see which ones perform the best.  Experiment with different keywords and phrasing.  Different types of wording may be appealing to different types of searchers.

 

Try implementing these tactics the next time you create a PPC-specific landing page, and watch your CTR and conversions improve!

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