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7 Landing page techniques to enhance PPC Campaigns

7 Landing page techniques to enhance PPC Campaigns

by Philip Armstrong5th August 2014

It is imperative in today’s age of SEO to divert paid advertisement or PPC traffic to landing pages in order to maximise the chance of conversion. In doing so you maximise your Return of Investment (ROI) by ensuring your company has a varied amount of leads.

The age old conundrum facing companies is turning high levels of traffic into conversion which will yield profit. However, it is crucial that companies do not buckle under low rates of conversion and instead implement the wealth of PPC enhancing measures out there. If this is carried out effectively, you will see your company’s ROI increase substantially.

To effectively carry this out, you must ensure you tailor your campaign in such a way to maximise your Quality Score as determined by Google Adwords.

Quality Score is Google’s ranking of your keyword selection and PPC campaign. Your Quality Score is used by google to ascertain you cost-per-click (CPC), which is then multiplied by your maximum bid to give your ad rank in the auctioning practice.

Your Quality Score is dependent on a number of factors. These include:

  • Landing Page quality
  • Keyword relevance
  • Ad Text
  • Click Through Rate


The more your ad is clicked on, the more your landing page is visited and consequently, the higher your rank and the lower your expenses will be, courtesy of Google.

Here are 7 ways of revamping your landing page so as to enhance your PPC Campaign.


  1. Outline the Core Aims of your Landing Page

Your landing page’s content should be directly aligned with the overall aim of your marketing campaign. For instance, if your overall aim is to increase the number of subscribers to your blog, your landing page ought to entail content specifically pertaining to this eventuality. For example the inclusion of reviews of your blog, a chockfull backlog of past blog articles and a user-friendly subscription service, such as a fill-out form.

A common mistake is designing your landing page with a view to informing browsers of the richness of your company’s history or the excellence of your service. This is a very general approach and does not yield much organic traffic.

  1. Identify your Target Clientele

Fundamental to your PPC campaign is the identification of the target clientele. When drafting the typescript for your landing page, consideration of your target clientele’s desires and whims can only be helpful. If you haven’t assessed which group of people you are tailoring your landing page too, amassing conversions will prove to be difficult.

If you include content on your landing page which proffers solutions for a group of people’s dilemmas and desires, you will appeal more to said group and subsequently, your conversion rate will improve remarkably. As such, you maximise your ROI. As such, identifying your target clientele is essential to any thorough, successful PPC campaign.


  1. Succinct, Hard-Hitting Copy is the way Forward

In keeping with standard landing page practices, your PPC campaign should recognise the need for short, succinct copy, which instantly captivates the reader, inspiring them to invest in the product being peddled.

Bullet points, lists, subheadings and clearly spaced out paragraphs are all features of good PPC campaigns. Although it is vital to ensure your reader is not being inundated with copious amounts of text, any paragraphs included should be compact and concise, with your PPC strategy infused within their content.


  1. Add Social Sharing & Absorbing Images

What’s the point in having full-bodied, credible content if there exists no simple way for visitors to share it? Including social sharing portals to your landing page could yield plenty of organic conversions via good old-fashioned, non-paid, word of mouth.

Including relevant, absorbing images to accompany your content could improve your conversion rate further still. Easily processed and instantly captivating, a quality image could prove the difference between a Yo-leven and snake eyes regarding your conversion rate.


  1. Keep your Landing Pages’ content Consistent with the Ad Copy

Simply put, if you ad is the portal to your landing page, then you must always keep the message broadcast by the landing page the same as the ad copy. This is because visitors, theoretically, have been attracted by the Ad copy. As such, the landing page should serve to enhance this interest, and do this by mirroring and building on the ad copy.

You don’t want the ad to be promoting a discount promotional offer, and the landing page, which the ad leads to, to endorse the merits of a yearlong subscription. Your visitor will be instantly disinterested and will most likely move on. Specificity and Brevity are the soul of conversion enhancement. You better believe it.


  1. A/B Testing is a Mark of a Thorough, Quality PPC Campaign

Scrutinising the difference between various models based on the alteration of one variable is the most thorough way of assessing which factors are affecting, favourably or adversely, your PPC campaign.

This is what A/B Testing your landing page leads to; your subsequent decisions will be better informed and you’re able to truly delve into the way in which minute details, e.g. text colour, affect your conversion rate.

When A/B testing, it must be noted, it is vital not to take any shortcuts as this will cause your results to be lopsided.


  1. Immediately Call the Visitor to Action


Your landing page should instantly call the visitor to action, as this is the most efficient way of ensuring as high a conversion rate as possible.

If your PPC ad was advertising the benefits of a cashback scheme, then your landing page should succinctly develop on the advantages of your cashback scheme.

Use words which discernibly instruct the visitor what to do next – do not shirk away from demanding their next move; people like being offered solutions to their uncertainties.



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About The Author
Philip Armstrong
Philip Armstrong is a content writer for the Just SEO newsroom. Having served as an Adword's manager for a number of paid search campaigns, he is an expert in spending money to make money, and regularly contributes in-depth articles on the latest news and updates on pay-per-click (PPC) matters.

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