3 Click Consult tips for PPC Landing Pages

Posted in Pay Per Click (PPC) by Alan Reeves on 29th of September, 2008

When building PPC campaign I usually spend most of my time getting the campaign structure right to gain a high quality score. Having ad groups that are heavily themed with maximum similarities between keywords and ads will produce a better quality score. However landing pages can affect quality score just as much and can arguable affect the success of your campaign more. A PPC landing page must also fit into the theme of the ad group to positively affect quality score. Having the same keywords repeated in the ad text and on the landing page title and content will improve quality score. My statement that a quality landing page could be more important to the success of a PPC campaign has 3 main arguments: 1. A user who searches for a specific product that is also a PPC campaign keyword will click an ad that is highly related to the product they searched for. A website homepage or another unrelated page will probably incur a bounce in this case because it will have little relevance to the actual keyword the user searched for. The user will go back to the search page to find another website that has more relevant content. 2. The more calls to action/conversion the landing page has the more likely a user is to convert. These can be links to purchase, request information, download or fill in a contact form. A landing page relevant to the search query and ad with lots of calls to action will produce a lower CPA and higher conversion rate. 3. Time is money! A user will want to find what they are searching for as quickly as possible. Therefore providing a landing page that shows the user exactly what they are looking for will be more successful than a different landing page that requires the user to navigate to another page within the website. In some cases having a homepage as a landing page for all of your ad groups may be the best option, but in many cases it is just being lazy. To get the most out of a PPC campaign the landing page for each ad group needs to be targeted to the keywords and ads in that ad group with relevant content and calls to action.