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7 Key Elements of a Great PPC Landing Page

Diane Pease
7 Key Elements of a Great PPC Landing Page

We've all had that experience: you click on an ad and are taken to a landing page completely irrelevant to what you searched for. It's frustrating. Most likely, you won’t go back to that site. That company has lost a customer.

And it could have been prevented.

With paid search, you might only get one chance with a consumer. This chance could mean a consumer for life, or a consumer who won’t come back to your site due to a poor landing page experience.

You want consumers to be directed to a page that gives them everything they are looking for, and to take the action that you desire — whether it’s filling out a form, making a purchase or downloading content. And with the holidays upon us, it’s essential to provide your potential customers with what they are searching for. Good landing pages also are a factor in quality score as well, so it’s important to design your pages to be relevant and optimized for paid search.

Below are seven important elements to a stellar PPC landing page.

  • Strong Call to Action(s)

A person has clicked on your ad, and now they are on your site. Your call to actions should be obvious on the page, but not so obvious that it’s a distraction. People need to find out who you are first. It’s like going on a first date; you want to get to know the person before asking him or her to marry you!

Provide visitors with the information they came to your site for in the first place. And make the call(s) to action effectively built into the landing page.

  • Keywords on the Landing Page

Incorporating keywords that are in your ad on your landing page not only provides a more relevant user journey, it helps build your AdWords quality score and ad rank. It’s also important to use keywords in your page titles as well. If a user is searching on a certain keyword or phrase, it needs to be on the landing page.

  • Relevant Ad Copy

Your ad copy should describe the product or service that you are offering. At the same time, you don’t want to provide so much information that you overwhelm the user.

This example is a great representation of the best of both worlds. Balsam Hill provides a nice description of their product with good usage of keywords, and they have a link to provide additional information for the user:


  • Clear, Uncluttered Design

Website design is about being clean — design that is simple and easy to navigate. To ensure a positive user experience, you want to make your landing page straight forward. You don’t want someone to come to your landing page and not know what to do.

  • Easy to Use Navigation

Navigation is essential to helping your users find what they need when they are on your site. Whether it is buttons or bars, use relevant keywords to define your various categories.

  • Relevant Images

Incorporate images that are about who you are, or your product. And use high-quality images — nothing can turn a user away than images that are not high resolution.

  • Answer All of Their Questions

Between links and relevant ad copy, an idea landing page should answer all of a client’s questions. They should not have to navigate to another page to get their baseline questions addressed — they may go to another page to get additional information, but the goal is for them to stick on the landing page — and take an action.

Designing landing pages with paid search in mind can make all the difference in your campaign performance. Ensuring these elements are in place will not only provide a better landing page experience, it will also improve your paid search results.

Image credit: Balsam Hill

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Diane Pease is an Inbound Marketing Manager for Cisco, and has been in online and traditional marketing for over 25 years. She has expertise in SEO, social and traditional marketing, but her primary specialty is paid search and analytics. Diane focuses on providing clients with solid paid search strategies and seamless campaign execution. Her most recent contribution to the SEMrush blog was, “Paid Ad Search Copy: 3 Things You Might Be Missing.”
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