The landing page of a PPC campaign is the the webpage which your contextual traffic will ‘land’ on after clicking on your advert. Therefore, it can be deemed as quite important. It is where you have to try and gain a conversion from your traffic you have gained through PPC. I think of it as the ‘make or break’ element of a campaign. You may have got the healthiest traffic at a premium price to your landing page. However, if your landing page is not too good, the effort and money invested into your campaign will all be for nothing. For this reason, here is an abbreviation of ‘landing’ page which in turn will help you improve your landing page.


  • Links: One of three things you should include on your landing page. By adding links will help to keep people on your landing page or website. Once your traffic has left your website, it is worthless. Therefore, you need to try and keep them on your website for as long as possible. This can be done through encouraging traffic to click onto other pages other than your landing page.
  • Analyse – A big step many advertisers leave out is the fact that they can analyse their landing pages a lot more than they think through using Google Analytics. You can install the script code onto your landing page so you can find out exactly how long people are spending on your landing page, what they are doing on it, where they are from and where they head off to from your landing page.
  • Notes – It would be easier to say ‘record’ but there is no ‘r’ in landing. It is strongly recommended that you take notes of the landing pages you have used and their strengths and weaknesses. From this, when the time comes to starting a new campaign, you will have already good research into what makes a good landing page and not.
  • Delivery – What way should you make your traffic perform the action you want? Delivery is an important aspect to your landing page especially taking into account that most people will see your landing page on first impressions. Therefore, make sure you have chosen the right landing page for your campaign.
  • Internal – Linking in with the ‘Links’ bullet point, you will want to make your campaign as internally centred as possible. By this, I mean that links should be linking to internal pages, social media links are towards the same areas of interest with the whole page in general trying to keep the web user from leaving. The longer someone is on your website, the more chance you will get a conversion.
  • No Loading Time – I just realised it would have been better to put the topic of loading time under ‘l’ but never mind. The loading time of a landing page is very important from the fact that if it is too slow, web users will become impatient and simply click away. Web users in general are extremely impatient. Therefore, through keeping your loading time to a minimum will stop them clicking away while the page is loading.
  • Gateway To Social Media – You should always try to include social media buttons on a landing page. When you bring contextual traffic to your landing page, there is a strong chance they will like your landing page and then will want to share it on social media sites and spread it to the world. From this, there is the possibility that you can gain even more traffic, for free, that is not from PPC…


Will created Ask Will Online back in 2010 to help students revise and bloggers make money developing himself into an expert in PPC, blogging SEO, and online marketing. He now runs others websites such as Poem Analysis, Book Analysis, and Ocean Info. You can follow him @willGreeny.

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