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7 Essential Success Factors for PPC Landing Pages

Updated on October 1, 2013

A bad landing page can ruin the efforts and money you put in Pay-per-Click paid search. While on the other hand, a great landing page can bless you by doubling the conversion rate and increase the ROI.

A landing page is a very important and essential part of a PPC campaign and should be very carefully prepared before turning the PPC key ON.

Here are some suggestions that can help you to prepare the great landing page for you next PPC campaign.

1) Relevancy

No one will buy from your online store if you are selling web hosting on your website but advertising Dog Food on the paid search.

The organic Google rakings are totally based on the relevancy and that is why you find your desired information on the first page of search results.

Perform detailed keyword analysis and find relevant keywords, use these same keywords in the ads and on landing page as well. Offer the same thing with same price as advertised. Visitors will bounce quickly if they don’t find what they were looking for on your landing page. Be honest to the visitors is to being honest with yourself. How long do you stay on a page that has somehow opened on your browser but you are not interested in the content?

2) Provide sufficient information about your product

It is not easy to convince someone to pull the credit card and make payment. People need detailed information about the product that they are going to purchase for committing decision. On your landing page, be as detailed as possible so you can satisfy the visitors and can convince them to make the purchase. How often do you purchase things without even knowing about them?

3) Length of the landing page

Be detailed does not mean that you put a thousand line length of information. If your page is too long then chances are the people will just move away. So try to provide more information in fewer lines. Be as concise as possible.

4) State your refund policy

A statement "100% money back guarantee if you are not satisfied with the purchase" always makes the customers feel comfortable. State your refund policy clearly. Visitors will feel more comfortable when you assure them that their payment will not be lost. Have you ever purchased from a new website which does not offer refunds?

5) Flow of the landing page

If your purchase or signup process has more than one step, make the steps clear. The visitors should know in the first glance that what the next step is. The breadcrumb navigation is a very useful way of navigation. What would you do if you are in the middle of a purchasing process from a website and suddenly there is no Check-Out button?

6) Use nice graphics

Find some really nice and meaning full images on iStock or other image banks and put them on your landing pages. Your images should be consistent with your PPC campaign. Keep updating your graphics regularly to see which one works best for you. Have you ever made a purchase from a website that does not have product photos?

7) Mobile Friendly Landing Page

A very huge part of the total searches are performed on mobile devices these days. You should create a separate mobile friendly landing page for each of your PPC campaign, put the server side redirect code to detect the browser and redirect to the appropriate page. Would purchase an item from a website with your mobile device if you can’t even see the whole page on your screen?


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    • ShahidKhan83 profile image

      ShahidKhan83 4 years ago

      Thank you georgescifo. I really appreciate you addition and compliment.


      Follow me and I will follow you back. It's a win-win offer that always work.

    • georgescifo profile image

      georgescifo 4 years ago from India

      REally useful information. One must also have a strong call to action button or form on a PPC Landing page to make it more effective.

      Thanks for sharing this hub.