15 Best Practices for PPC Landing Pages


Once you’ve thought about how to get your target audience’s attention through a pay-per-click (PPC) ad, your next step is to put a performance-based landing page in place. PPC landing pages that are properly optimized will do the work to maximize your conversion rates.

So, what exactly should you do to make sure that your PPC landing pages are optimized to perform? We’ve got you covered with 15 best practices for doing just that!

Be a Landing Page Matchmaker

Once your target customer has clicked on your ad, they are going to have certain expectations in regards to where that click takes them. This means you need to be a landing page ‘matchmaker’ and match your PPC landing page to search intent.

To keep the quality scores of your PPC landing pages up, ensure you match the intent of your keywords with your ad campaign. It’s also essential to match the intent of the copy in your ad and PPC landing page. 

facebook ads audience

Hone in on Your Target Audience

Put yourself in the shoes of your target audience and think about what their expectations from your PPC landing page might be. Your landing page should seek to answer all of the questions a visitor has about the product or service being offered in the PPC ad they clicked on.

Create Catchy Headlines for Your PPC Landing Pages

The very first thing that your website visitors see is the headline of the landing page. A catchy headline can make all the difference to whether or not they choose to stay on that page.

A headline is also a great way to make a first impression. Use your keywords and make sure that your headline is straightforward.

Simplicity is Key

While it may be tempting to include as much information as possible on your landing page, use the given real estate to get your main point across.

Avoid long-winded text and too many images or colors so that the main point of the page can really pop.

web design mockup

Make it Visual

When you do use visuals and multimedia on your landing pages, it will be important to make sure they keep connection with your target audience. Visuals can add to your ability to communicate with them and help you to highlight certain aspects of your business.

Consider the Order of on Page Elements

Put serious thought into the structure of your PPC landing page and where certain elements will go.

There may be no one-size-fits-all solution to landing page designs, but consideration for what comes first or last can be incredibly important to user experience.

You can learn more about the essentials for website design here.

Quick Loading Time

These days attention spans are short. This means that you have a very limited window to get your audience’s attention and then keep it.

If your landing page takes a long time to load, it’s likely that your visitors will bounce before you even get the chance to show them your value. Make sure loading times are quick so you can keep that website bounce rate down.

Use Keywords in Your Landing Page Content

Your website content can be used as a way to provide valuable information to readers, but it can also help get them to your website. Your PPC ad will give a glimpse of your landing page so be sure to continue your keywords strategy as a part of your website content.

Work to Prove Yourself

Whether it’s customer reviews, or showing your business performance with social proof such as likes and shares, you can prove your success through your landing pages. This is one of the best ways to earn your audience’s trust.

Short or Long Landing Page?

Short and concise or long and informative?

The decision on whether to keep your landing page long or short will depend on your overall goals.

Shorter landing pages are great for quick actions and generating high volumes.

Longer landing pages on the other hand, help to address more queries and display product offerings.

web designs for mobile

Keep Mobile in Mind

You might have the perfect PPC landing page ready to go. But remember that it needs to be properly optimized for mobile.

Users visit websites on their mobile devices now more than ever, which means a website that isn’t optimized for mobile can seriously take away from your credibility.

Don’t Forget Your Call to Action

Your landing page should clearly identify what it is that you want your users to do once they have visited it.

Consider the words, colors, size and prominence of your calls-to-action and make sure that they stand out.

Include Your Social Platforms

Including options to share, like and comment on your social media channels right from your landing page is a great way to take your engagement even further.

Look at Your Data

Analytics are great for keeping track of the performance of your landing pages and informing your strategic decisions as you move forward.

If a certain call to action is delivering great results then you might consider using it elsewhere as well to help increase performance.

Test, Test, and Test Again

It’s unlikely that your PPC landing page is going to be an overnight success. Make an ongoing effort to track your website’s performance and test new strategies to see what works best.

PPC Landing Pages Built to Perform

If you would like to discuss creating PPC ads with great PPC landing pages, get in touch today. Blue Water Marketing can help your business with online paid ads, SEO, and any of your digital marketing needs.


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