Landing Page Best Practices for PPC

Landing Page Best Practices for PPC

Your PPC ad can only do so much to drive traffic. To truly convert visitors into leads or customers, the landing page needs to be optimised to meet both the expectations of the user and the intent behind the ad. An optimised landing page not only improves conversion rates but also ensures a better quality score, driving down your costs per click (CPC).

Why Landing Pages Matter for PPC

Your ad copy may be perfect, but if the user experience on the landing page isn’t aligned with the ad’s promise, the user is likely to bounce before converting. For lead generation, having a clear, concise, and user-friendly landing page is critical.

Key Landing Page Elements for PPC Success

1. Headline Alignment: The headline on the landing page should match the ad headline as closely as possible. This maintains continuity and relevance.

2. Call to Action (CTA): Make your CTA clear, compelling, and easy to find. Don’t bury it in text or clutter.

3. Fast Loading Speed: A slow loading time leads to higher bounce rates, reducing conversions.

4. Minimal Distractions: Limit the number of links and content that could distract the user from completing the desired action.

5. Mobile Optimisation: Ensure the page is mobile-friendly, as a significant amount of PPC traffic comes from mobile devices.

Learn more from Google’s landing page best practices.

Designing for Conversion

The layout and design of your landing page can significantly influence conversion rates. It’s not just about the aesthetic—focus on user journey and ease of navigation.

Design Best Practices:

• Keep forms short, ideally requiring minimal information (name, email, phone number).

• Use high-quality images, but avoid slow-loading visuals.

• Clearly showcase the benefits of what you're offering.

• Leverage testimonials, trust signals, or reviews to build credibility.

📖 Dive deeper with Google’s conversion tracking tips.

Common Mistakes to Avoid

• Inconsistent messaging between the ad and the landing page.

• Slow-loading landing pages.

• Too many distractions, links, or confusing navigation.

• Poor mobile optimisation.

Regularly test different landing pages to determine which one provides the highest conversion rates using A/B testing tools.

Why Work with a PPC Professional?

A PPC expert not only ensures your landing page is optimised for conversions but can help continuously improve it through A/B testing, heat maps, and in-depth analytics. This ongoing optimization ensures that your ad spend delivers the highest possible ROI.