Knowledge Centre
What is a PPC Landing Page?
A PPC landing page, quite simply, is a standalone web page(s) specifically created to receive traffic from a paid ad.
When compared to webpages, a PPC landing page is designed to be laser focused on a single objective, including relevant and persuasive content in order to encourage users to take the desired action in line with your objectives. Whereas a general webpage on your main website may contain a broader range of information. It’s vital that your landing pages are aligned with the intent from your ad campaigns in order to create that seamless and relevant experience for your users who come from the ads.
WebGlow Knowledge Centre
Why Are Landing Pages Important?
As we’ve already outlined, one of the main reasons why we encourage businesses to have PPC landing pages is to create synergy between your ads and your website, this gives you a greater ad-to-website experience which ultimately helps drive better results and higher ROI.
We’ve discussed some of the core dos and don’ts when creating a PPC landing page in a previous blog which you can read here. One of the main focuses of these pages is to keep it simple- avoid distracting your audience.
These factors are one of the reasons why a PPC landing page is so important. If you decide for your audience to land on your homepage, or a ‘normal’ webpage, you may be at risk of overwhelming them with too many choices.
Your homepage might provide an overview of your brand, list all of your services or products, and include a large navigation menu that goes to various parts of your site. This works really well for general visitors as you’re looking to nurture them through a longer journey, however, this type of layout can distract your PPC audiences from taking the main action you want.
If your ad campaigns are designed to drive more conversions, then your PPC landing page can capture your audience and reinforce this intent in a few ways:
• Simple layout
• Testimonials
• Limited time offers
• Easy to reach CTA’s (Call To Actions)
All of these features will help make your PPC funnel that much more effective and optimised for generating conversions.
Alongside this is the benefit of an improved ROI. Every click in your PPC campaign will ultimately cost you money, and by taking users to a targeted page which is designed to convert PPC users, you’re making every pound count.
