PPC Landing Page Best Practices

What is a PPC Landing Page?

PPC (pay-per-click) landing pages are specific web pages that visitors arrive at after clicking on a PPC ad.

These landing pages are designed with a single focused objective, known as a Call to Action (CTA). This could be anything from signing up for a newsletter, making a purchase, or scheduling a consultation.

You might wonder, why not just direct people to the homepage of your website?

The answer is pretty simple.

PPC landing pages are tailored to match the message on the ad that the visitor clicked on. This way, the visitor finds exactly what they expected to see, which increases the chances of them fulfilling the desired action.

Homepages, however, serve many purposes and tend to be a central point for key information about a brand and its products and services.

illustration of google ads in search result

What are the benefits of PPC landing pages?

Here are four reasons why PPC landing pages can be so beneficial:

Improved User Experience

Because PPC landing pages are designed to match the ad, they provide a seamless and coherent user journey. When users find what they expect, they are more likely to stay and perform the desired action.

Higher Conversion Rates

As PPC landing pages are designed with a single focused objective, they can effectively guide visitors towards that objective without the distractions present on a regular webpage. This leads to higher conversion rates, which means more leads or sales for your business.

Better Ad Quality Score

Advertisers, like Google, reward relevancy. When your ad and landing page are coherent and relevant to the user's search, it improves your ad's quality score. A better quality score can lead to higher ad rankings and lower costs per click.

Easy Performance Tracking

PPC landing pages make it significantly easier to track your ad performance. You can monitor metrics like the number of page views, conversion rates, and bounce rates, which can provide valuable insights to optimise your marketing strategy.

A successful PPC campaign doesn’t just involve getting people to click on your ads, but makes sure that they find what they're looking for and feel compelled to take action once they do.

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PPC Landing Page Best Practices

If you're looking to optimise your PPC landing page, these are the things you should consider including.

Firstly, the page needs to include content that’s relevant to the ad subject:

1) Use Clear and Concise Headlines

The headline should clearly communicate what your product or service is about. It should be compelling and closely match the ad copy to maintain continuity.

2) Write Engaging Subheadings

Use subheadings to break up your content and make it more readable. They should provide additional information that complements the headline.

3) Include Strong Call-to-Action (CTA)

A CTA prompts visitors to take action. It could be in the form of a button, link, or form. Make sure it stands out and communicates clearly what the visitor will get when they click on it.

4) Keep Forms Simple

If your CTA involves filling out a form, keep it simple. Ask for only the essential information. The easier it is to complete, the more likely visitors are to do it.

5) Focus on Benefit-Oriented Content

Clearly outline the benefits of your product or service. Explain how it can solve the visitor's problem or improve their situation. Use bullet points or short paragraphs for readability.

6) Tackle Common Questions

Use these to tackle common objections that, if not answered, could be the reason someone leaves the page and goes elsewhere.

7) Add High-Quality Images or Videos

Use high-quality visuals to engage visitors and give them a better understanding of your product or service. Make sure they are relevant and add value to the content.

8) Reference Guarantee Information

If your product/service comes with a guarantee or warranty, be sure to mention it. It's one less worry off your visitor's mind, and might be the difference between you and your competition.

9) Don't Forget Your Logo

Simplification is normally a good place to be when it comes to landing pages, but don't forget to include your own logo and branding. Some familiarity is essential (and will boost your trustworthiness).

checklist

Secondly, to minimise distractions the page should have minimal navigation - the aim is to keep the visitor focused on the CTA:

10) Lose The Top Menu/Navigation

The idea is that, because they’ve come via a targeted ad, the vast majority of visitors should have everything they need on the landing page itself. A menu/nav is a way off the page that isn't your desired CTA.

11) Slim Down Your Footer

Only include basic company information and legally required content. There’s no need to include links to other pages, unless they are required by law/policy, e.g. a Privacy Policy.

12) Review Chat/Chatbots

We're huge fans of chat features on websites, and increasingly powerful chatbots. But, think carefully about whether your chat option is a distraction on this type of page. Sometimes, you'll be able to configure your widget to pull leads in the same direction as the CTA, in which case there's a stronger case not to hide it.

Thirdly, include trust signals that are relevant to your brand and product/service. These can be testimonials, reviews, or logos of well-known clients or partners. They build credibility and reassure visitors of the value of your product or service.

13) Include Reviews & Ratings

Pull in your best reviews from Facebook, Google, or Tripadvisor. Whatever your most important review platform is, showing at least your score is a must. Bonus points for badges from this party sites, e.g. 'best in category'.

14) Show Testimonials

You don't need to go overboard here. Often a great starting point is showing a single but highly relevant testimonial snippet/quote that demonstrates the benefit of your product/service to the visitor.

15) Add Other Relevant Logos

Whether it be your showcase customers, partners, or suppliers, visitors' minds will be put at ease when they spot logos they are familiar with.

16) Mention Length of Experience

This could be as simple as stating 'x years of experience'. Other options are available if you're a relative newbie - try substituting in other compelling data points that hint at experience, e.g. x number of transactions completed.

17) Reference Memberships & Accreditations

The importance of these varies from industry to industry, but always consider whether your visitor expects to see evidence of relevant memberships and/or accreditations.

Finally, make sure your page is technically sound:

18) Mobile Optimisation

Ensure your landing page looks and works well on mobile devices. Most people now browse and shop on their phones, so a mobile-friendly design is essential.

19) Loading Speed

Fast loading speed is crucial for a good user experience. A slow-loading page can frustrate visitors and make them leave before they even see your offer.

20) Search Engine Visibility

These pages are designed for targeted ads, not organic search results. In most cases, you should 'noindex' your landing pages, to avoid them accidentally appearing for people that haven't seen your ad.

21) Optimise Your Page Title

Although your page might not be visible in organic search engine results, lots of visitors will be able to see a small page title in their browser window/tab. It's a minor detail, but one that helps. Keep your title short and relevant - add an emoji for bonus points.

22) Enforce HTTPS

Hopefully, this goes without saying now, but don't ever send your ads to a page that doesn't load over HTTPS. There's no excuse now that SSL/TLS certificates are available for free and the benefits are widely documented.

illustration of man inspecting website bug

Conclusion

High-converting PPC landing pages are, perhaps, the linchpin of successful paid advertising campaigns. They are the bridge that connects your advertising efforts to conversions, turning clicks into customers. By providing a seamless, focused experience that aligns with your ads, these landing pages drive user engagement and action.

PPC landing pages help in enhancing the user experience, boosting conversion rates, and improving ad quality scores, all of which contribute to a more effective and cost-efficient marketing campaign. They also allow for accurate performance tracking, enabling you to continually optimise your strategy based on data-driven insights.

In summary, a well-designed, highly optimised PPC landing page isn't just a nice-to-have; it's a critical component of your digital marketing toolbox. It's the difference between simply driving traffic to your website and converting that traffic into tangible business results.

If you need help building landing pages, or with your PPC strategy, get in touch with us for a free no-obligation discussion.

About Emily Williams

Emily is a bit of a marketing legend, and happens to be our Certified Google Ads Professional. Having climbed the corporate ladder in her 20s, she's been crucial to the success and subsequent sale of several high-growth and well-known businesses, including Friends Reunited (perhaps the first social network) and XE.com (one of the world's most visited websites in the 2000s).