PPC Landing Pages

What is a Landing Page?

Before you launch your pay per click (PPC) campaign, you have to plan precisely where a “click” will take your customers for each ad. A PPC landing page is a page you create specifically as the destination for searchers who click on a PPC ad. It is designed to directly correlate with the message of the ad and to focus searcher’s attention on the specific action you want them to take.

Avoid the Most Common Mistake:

The most common mistake that advertisers or marketers make at this stage of the game is driving all their paid search ads to the web site home page. What you should do is send users to the most relevant page on your site- once customers have clicked your ad you need to deliver them to the closest possible match to the topic/keyword they just searched.

Three Reason You Need a Landing Page:

1. If you send a customers to a page that isn’t what they wanted or expected, they will be annoyed and frustrated … and go away- you will lose them. You just paid for a click that isn’t going to serve you (or the customer); which means you wasted your money.

2. The relevance of the page they land on (landing page) affects the quality score that the search engines assign, which in turn will affect your ranking and placement on the results page as well as the cost of your ad.

3. Landing Pages give you the opportunity to test which "calls to action" are the most effective with your customers (is it a buy now button? If so, what is the best color for that button?)

Tips for a succesful landing page:

1. Don't put a lot of content on that page - 300 words or less if possible. 

2. Make sure the keyword group (or ad group) you are running in PPC correlates to the text of your landing page

3. Don't make your traffic leave your landing page to "convert" (put your webform or shopping cart "add to cart" right on that page)

4. Don't give too many options for your traffic (don't use your complete navigation header, or have 20 things you ask your prospects to do)

5. Give an offer for traffic to complete the desired action (a special discount or white paper giveaway).

All of our Pay-Per-Click 12 month packages include at least one custom landing page. For more information on landing pages, please see chapter 11 in Heather’s book The Findability Formula, or send us an email at info@findabilitygroup.com