The Importance Of The Landing Page To PPC Performance

The landing page is the page where visitors land when they click the link in your PPC advertisement and it plays a fairly obvious role in the performance of your advertising. However, it also performs some other roles that are less obvious but equally essential to the generation of powerful PPC advertising campaigns. For example, it directly impacts the Quality Score used by Google Adwords in determining the final price you will pay for every click through to your website.

Landing page optimisation should be considered one of the first steps in PPC marketing. A well optimised landing page offers excellent conversion rates and helps you to benefit from the targeted visitors that PPC can send to a page. Optimisation for conversions includes the addition of the relevant keywords, as well as various other optimisation techniques. Improving conversions isn't the only benefit of including keywords in your content either.

While PPC and SEO keywords do differ, it is still important to include your main PPC keywords in the landing page content. Google Adwords and other advertising networks consider the relevance of landing page content when calculating the Quality Score that they apply to your ad campaign. The Quality Score is then applied to your bid price in order to determine how much of that price you are required to pay for each click that your page receives. This combination makes good anding page optimisation essential.