Having an expert design landing page on your website can be leveraged for so many things, including increasing conversions for your Pay-Per-Click (PPC) ads. You know, rather than directing users from the campaigns to your homepage (where it’s possible they find it difficult to get what they need on time), you can leverage landing pages tailored directly to their needs.

What is a Landing Page?

Contrary to popular opinion, a landing page IS NOT the same as your entire website. It’s simply a page on your website that steers users in an exact direction to what they are looking for. In other words, a landing page provides additional information after a user clicks on say a PPC ad linking to it from an external webpage.

While a landing page can be this effective, it’s important to have some clear goals and expectations before you design one. Ultimately, this will help you measure its success and see what strategy you need to change or engage often.

Now that you know what a landing page is, let’s take you through the relationship between landing pages and PPC ads – importance and relevance.

3 Importance of Having a Landing Page for Your PPC ads

1. An Optimized Landing Page Improves Paid Search Ads

Provided your landing page is well optimized, you have a better chance of converting your PPC campaigns. Meaning, an optimized landing page will ultimately lead to an improved PPC result.

You might have a question “How then can one optimize a landing page?”

Basically, landing page optimization for PPC includes a simple & professional design that engages your target customers efficiently. The goal of PPC in the real sense is to convert your customers into more leads & ROI, and that’s what landing page optimization is all about.

Landing page optimization affects two things: improved PPC leads and improved Quality Scores. Quality Scores is Google’s rating of your PPC ads and keywords, and an improved one results in better page rankings. Have in mind that Google will only show ads that have the potential answers to what the users inquire, and an optimized landing page is key.

2. Landing Pages Increase Conversions

Having a landing page without conversions really sucks! Landing page, when designed the right way, increases your conversion. Here are some tips:

• Have killer headlines
• Minimal Images and Larger Fonts
• Listing the benefits helps
• Call to action is key

You can leverage online tools such as Unbounce or LeadPages for A/B tests of the calls to action and other features to effect conversions without breaking your entire website.

3. Landing Pages Generate Data and Insights

Landing pages help you generate and ultimately analyze search traffic and user behavior. With tools like Google Analytics and Search Console, you can determine how effective and yielding your PPC campaigns are.

The insights generated from your landing pages can help you identify the best advertising channel for you.

Highlights to Keep in Mind when Designing a Landing Page

• A Call to Action (CTA)

Remember we talked about having goals and expectations? Here’s where they come to play. A CTA is a simple and clickable button that prompts users to engage further on your landing page. Plus, it must be consistent with the entire design of your landing page.

• Testimonials

It creates a sense of trust and increases the credibility of your business.

• Only Ask for the Vitals

If there’s a form on your landing page, ensure that you ask for only the most crucial information such as the name of a user, email, and contact number.

• Minimal Images and Larger Fonts
• Use Navigational Links within the page only

Don’t overdo this! You may as well have a link that leads to additional details or a contact form for users who are unsure and want more details.

• Keep Design as Simple as Possible