PPC is very much like a recipe which is constructed of different ingredients. You start with a bit of cash in your pocket to buy some traffic. The next step is to ‘sift’ the targeted traffic to your landing page where you wait for your landing page to create conversions for your traffic. That might not have been the best metaphor for pay per click services but I hope you can understand that PPC is not universally on thing: it is the combination of many smaller things. One of these ‘smaller’ things is the landing page which I strongly believe is one of the most important aspects to a PPC campaign. ‘Why?’ you might be asking. What makes landing pages so much more significant to a campaign than for example keywords and CPC? 


  • Different Types of Landing Pages – The sheer number of different types of landing pages you could adopt to your campaign is overwhelming. It really makes clear that you need to take careful consideration into what type of landing page you should use for your campaign. Using the wrong landing page on your campaign will hinder performance causing your campaign to run financially inefficient.
  • The End of a ‘Domino’ Effect – By this, I mean that all the hard work you put into your pay per click campaign will lead to one last hurdle: your landing page. Think of PPC as a hurdle runner. Every hurdle he jumps over is a step closer to getting traffic onto your landing page. You won’t want to fall at the last hurdle after the work you have put into jumping over the previous hurdles? You may have the best campaign. But, it may come done to nothing if your landing page doesn’t provide you results.
  • ‘To Infinity and Beyond’ – A good landing page will convert the traffic from PPC campaigns to the advertiser’s desired conversations. An excellent landing page will realise that a landing page has the power to do more than just to gain conversions. It can provide a social response by adding social buttons to the page. It could even work as a tool to analyse your landing page’s and campaign’s performance. There is no limit to what your landing page can do.


As well as knowing the significance of a landing page, it is important to know the significance of other areas in PPC. From reading this article, don’t presume that a landing page will make or break a campaign because it won’t. Every part of your campaign has the potential to make or break it. I just believe that a landing page is especially important to a campaign because it is the last section to the journey of the visitor. Getting traffic to your landing page can be seen as the easy bit. Getting targeted cheap traffic to a fully optimised landing page is where you will learn whether your campaign is running at maximum potential.

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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