8 PPC Landing Page Dos and Don’ts You Can’t Miss

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You only get one chance to make a first impression. So it’s no wonder a killer PPC landing page can make or break your campaign, right?

But what really sets a great landing page apart from the next? What strategies are worth your time and effort, and what does an optimized PPC landing page really look like?

Before we dive into the dos and don’t of these landing pages, let’s discuss the basics.

What is a PPC landing page?

When you run a pay-per-click (PPC) campaign, you pay a fee advertisers through Google AdWords, Bing Ads, etc., if someone clicks on your ad.

By the way, we explore PPC campaigns even more in this post. It includes important information on the difference between PPC and SEO, and how to use PPC advertising to build your business, so don’t miss it!

Usually, this ad takes them to what’s known as a PPC landing page. This is a standalone page meant to move that visitor further down the sales funnel. It’s where they “land” when they click on your ad. 

Once they’re there, your job isn’t done. Your PPC landing page needs to be optimized with your specific goals in mind. Maybe it’s making a sale, getting sign ups, or any other kind of conversion.

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With that in mind, let’s talk about some of the dos and don’t for creating effective landing pages to reach your goals.

Do: Align your PPC ad and your PPC Landing Page

Everything from the font in your PPC advertising and landing page to the colors and branding you use should be aligned. When a visitor clicks on your ad, it should take them to a page with a clear connection to the ad. 

Don’t: Create a Landing Page Full of Distractions

You did it! You got someone to click on your ad and visit your landing page. 

The problem is, once they visit your landing page, they’re overwhelmed by distractions. There are links to your social media platforms, multiple images, several CTAs…and so on and so on. The visitor has no idea where to click because there’s too much going on! 

A distracting landing page like this is a big DON’T! You want your PPC landing page to be clear and concise, while still having attractive visual elements and compelling copy. 

New to PPC campaigns? Here’s how to launch your first one successfully.

Do: Choose Your Images Wisely

So, now you might be wondering what we mean by “attractive visual elements” on a PPC landing page. 

When it comes to the best images for landing pages, you want to go for options that support your message. All too often, we see PPC landing pages with distracting, overwhelming, or confusing imagery. 

Bright, bold images are always a good idea. This doesn’t mean intricate, bright patterns. Instead, focus on pictures with larger, colorful blocks. 

Next, you’ll want to make sure your image relates directly to your offering. If you’re selling shoes, for example, you wouldn’t choose a picture of an empty pool, right? 


Do: Emphasize the Outcome

You want to make your landing page (and your PPC ad) REALLY clear about what the outcome for the user will be.

Will they learn more if they click? Will it take them to a page to buy now? Will it allow them to sign up for your newsletter? Will it let them shop your selection?

Whatever it is, communicate it clearly to the visitor. Any ambiguity, whether in the copy, the images, or the calls to action, will make your PPC efforts less successful.

Don’t: Exaggerate or Make Promises You Can’t Keep

Your audience is smart. If your landing page makes unrealistic claims, they’ll click out of your page in the blink of an eye.

Copy can be compelling and engaging without misleading or even lying to your audience.

As tempted as you might be to offer same-day results for your product or service, is that really what your customers can expect?

Perhaps instead of “Get results TODAY,” something like “Results in Just One Week!” is not only more effective, but more honest. 

We’ve got even more tips for creating landing pages that convert in this post.

Do: Speak Directly to the Visitor 

Speaking of communication, focus your PPC landing page (and ads for that matter) on speaking directly to the visitor. 

When you can, refer to your audience in second person. That means saying “you will get…” rather than, “people will get” or “they will get…” 

At the same time, don’t shy away from saying I or we. “I want you to…” or “We believe in you,” are just a few examples.

This type of language goes a long way for connecting with your audience. It creates a personal connection with the reader. It also reads more like a conversation rather than a lecture.  

Don’t: Give a Single Page Multiple Jobs

You might be tempted to use a single PPC landing page to get visitors to sign up for your newsletter AND shop your product selection. 

But the odds of them doing both are pretty slim. Not to mention, this can make this make your page distracting and overwhelming–which we already know is another don’t! 

Now let’s sum it all up.

PPC Landing Page Dos

  • Do Align your PPC ad and Your PPC Landing Page
  • Do Choose Your Images Wisely
  • Do Emphasize the Outcome
  • Do Speak Directly to the Visitor

PPC Landing Page Don’ts

  • Don’t Create a Landing Page Full of Distractions
  • Don’t Exaggerate or Make Promises You Can’t Keep
  • Don’t Give a Single Page Multiple Jobs
  • Don’t Try To Sell Multiple Services On A Single Landing Page

Are you looking for more help with PPC advertising, including landing pages, copywriting, keyword research, and more? Blue Water Marketing offers all of the pay-per-click services you need, along with covering all of your other digital marketing bases. Get in touch!


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