If you can take any statistic from pay per click advertising and put that as priority, it has to be the conversion rate. The conversion rate is the percentage of users that perform the action you want them to do. For example, if you created a PPC campaign with the 
intention of gaining emails to perform email marketing, what would make a conversion for that campaign is when someone gives you their email on your landing page. Therefore, it can be seen that the conversion rate either makes or breaks a campaign.
From identifying the significance of a conversion rate to the campaign, it is important to understand what affects conversions the most because from knowing this, you will be able to improve upon the factors bringing in even more conversions on potentially the same budget.
Asking For Too Much
You have to remember that web users have the shortest attention span because if they don’t like something, the solution is so easy and quick to do: click the close page button. You have spent all the money and effort getting the web users onto your landing page so don’t lose out on a conversion just because you want too much information. For example, the landing pages which want your Name, email and address are just not going to get anything. The less work/actions the web user has to do, the higher the conversion rate will be.
Captcha
A captcha is the box below where you submit information which identifies that you are not a robot but a human being. Truth be told, it is very boring and time consuming as well.: typing out letters that are hard to read. Again, this relates back to the web user’s short attention span. The aim of the gadget is to stop robots from filling in information etc. You will be able to tell when that happens from the dramatic increase in conversions you will have. Until then, don’t use captchas.
Not Updating Your Campaign
Over time, everything changes. This is a problem with PPC. Advertisers feel that, like Adsense, they can set up a campaign and leave it to do its job. However, a campaign needs to be assisted every now and then and updated. The CPC could fluctuate like the stock market. Your target market might need changing to produce better results. Your landing page may need to be changed from a microsite to a lead capture page. Once you have created your campaign, minor tweaks need to be made to make sure you are getting the maximum amount of conversions.
Ultimately, the biggest factor that will have a impact on your conversion rate is your landing page. Even if you get poor traffic in from your campaign, if the landing page displays the information clearly, it should still produce a good conversion rate. For this reason, it is important you know what makes a good landing page and how to improve upon one too.
