I’ll say it once and I will definitely say it again. The landing page, to me, is the most important aspect of a pay per click advertising campaign for the simple fact that it is the location where you actually gain the results: the conversions, from web users. For this reason, you need to make sure that your landing page is as fully optimised and specifically contextualised to the contents of your campaign. There is no point having a landing page that is in the form of, let’s say, a infomercial (from the different types of landing pages article) where the advert before the landing page was talking about trying to gain information from the web user (if that is the case, a lead capture page would be best for that). Below are some quick and easy ways you can improve your landing page without drastically changing it.
 

Your Title Is Extremely Important

After clicking on your PPC text advert, the web user will look for the largest font content on the landing page considering that the largest font is usually the title. A great example of this is with NatWest’s PPC Campaign which has different size fonts with NatWest wanting the web user to read first the largest of the fonts. Therefore, make sure you prioritise your content by its font size. The larger the font, the more you want the web user to read it.
 
As well as this, what your title actually says is important too. A bad title can turn a web user straight off a landing page. For example, if you are trying to sell a car, by having a title such as ‘The New Honda Civic with 46 mpg, weighs 1250 kg and CO2 emissions of blah blah blah’ will bore the web user. The title of your landing page needs to be short, snappy and preferably, without any numbers in it (save the numbers for the smaller content when the web user is actually intrigued enough to read the small print).
 
 

What Is Your Conversion?

A common problem with some landing pages is that the conversion is not at all obvious when arriving onto the landing page. This is why homepages are never really good at being landing pages because they have no clear conversion. Your landing page should scream out to the web user exactly what you want them to do and if it doesn’t, you might have to rethink the design of your landing page. Again, it is all about prioritisation. Prioritise the conversion ahead of anything else on your landing page. With all landing pages, to make the conversion obvious:

• The title needs to be completely about the conversion.
• You must have an incentive, a carrot if you will, to make the web user do the conversion.
• The web user must know within split seconds exactly what you are trying to sell them.
• A call to action can help you achieve a conversion.

Basically, it’s all aiming towards a conversion. If you find that the results you gain from PPC are not that successful, always look to experiment. Implement the above tips into your landing page and see how that will increase the performance of the landing page.