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PPC landing pages

In a Pay-Per-Click Advertising campaign, a “landing page” is the page on which the users “land” after they have clicked on the ad displayed in the search results. The quality of the PPC landing pages contributes enormously to the success of PPC Advertising.

As the name implies, in PPC Advertising, the advertiser pays for each click on his ad. The aim is, therefore, to make the user fulfill a specific action on the landing page: for example, buy a product, register for a newsletter or contact the advertiser. If the user takes the action intended by the advertiser, we talk about conversion.

Optimizing landing pages

It is important for the user that the landing page delivers information that is expected when the user clicks the ad. For example, if a travel agency advertises cheap hotels in Denmark, the landing page must provide information on inexpensive hotels in Denmark. Also, the user shouldn’t have problems understanding what he has to do in order to respond to an offer: for example, he shouldn’t have to look for the “Add to Cart” button. Simply put, the landing pages and the PPC campaigns have to be well-matched – this positively influences not only the conversion rate, but also the quality factor of keywords for which the advertisement is being displayed. The quality factor has a big influence on the actual Cost-Per-Click (CPC) of the keywords as well as on the position of the ad.

So, one can increase the conversion rate just by optimizing the landing pages. For more information on things that can be done to increase conversion rates, please read our article on conversion rates.