PPC Advertising: What is a PPC Landing Page?

PPC marketing is a great way to get your products or services in front of potential customers. However, you only have a few seconds to get a searcher’s attention. A PPC landing page, therefore, plays a very important role in converting visitors into customers and should be carefully designed to achieve this. 

In this article, we will look at what the essential components of a good PPC landing page are.

What is a PPC Landing Page?

A pay-per-click (PPC) landing page is the page users land on after clicking through on your PPC ad. These ads could be from search engines like Google and Bing, or any other PPC networks such as Facebook or LinkedIn. The landing page acts as the next step in the process for users who are interested in what your ads are offering.

What is a PPC landing page used for?

PPC landing pages are used to guide your audience down the sales funnel and get conversions, such as having people sign up to your mailing list, make a purchase, or perform another action. When designed correctly, the landing pages for PPC ads are a great tool for generating leads.

Best Practices for PPC Landing Pages

1. Keep the Landing Page Relevant to the PPC Ad

The keywords entered by users who click on your ads are a good indicator of what it is they are looking for. If your PPC landing page doesn’t address this need, they are likely to get annoyed and leave before completing the desired action. Users searching for “fishing rods” will be very disappointed when they are redirected to a blog post on “six reasons why fishing is good for you”. The landing page may seem relevant, but it is not what was searched for.

It is important to match your PPC landing page content with your user’s intent.

2. Guide Your Users Through the Next Steps

Your PPC landing page should make it easy for visitors to get what they came for. Having a clear call to action (CTA) will help guide users through the process of achieving your desired action, whether that is to schedule a call with you or purchase a product. 

A landing page with a poor layout and no clear CTA will make it difficult for customers to proceed, resulting in them leaving your site for another. Too many CTAs can also cause the same problem, however, as users may get confused on where to go or lost in the process.

3. Write a Strong Headline

The headline of your PPC landing page is the first thing visitors will see once they land on your page, and is therefore crucial to get it right. It should have similar keywords to the content that was written for your ads, so that users know the landing page is relevant and don’t feel misled. A compelling headline that goes straight to the point will help maximise the results you achieve.

4. Use the Right Images to Connect With Your Target Audience

Images can be very powerful when it comes to communicating with your target audience. If you work in the construction industry, a stock photo of a smiling family on a beach is not likely to connect with your audience. A better fit would be an image of construction workers building a company’s office.

It is important to use images that will resonate with your target audience and complement the PPC landing page content to demonstrate relevance. Including too many images, however, can direct attention away from your content and even slow your website speed down. Keep it simple and effective.

5. Keep Your PPC Landing Page Mobile-Friendly

Neglecting your mobile visitors will decrease the overall performance of your campaigns. At least half of your traffic is likely to come from visitors using smaller devices, like mobile phones and tablets, so having an unresponsive landing page that doesn’t look good or function well on smaller screens will result in a higher bounce rate and less conversions. 

Your PPC marketing campaigns will be more successful if they take into consideration the user experience of mobile visitors by making site navigation easier, such as including click-to-call buttons.

Mihnea - Operations Director

Mihnea is an experienced marketing and operations director having managed the digital marketing strategy and execution across a number of channels for businesses of all sizes including global brands such as E.ON, Virgin Money, William Grant and Panasonic.

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