Landing page optimisation: the backbone of PPC success

Written by Jack - 22/01/2024

There are many crucial parts of a PPC campaign that cannot be overlooked. In this blog, we’ll be highlighting the importance of your landing page.

Although this blog is written with PPC campaigns in mind, it’s important to note that many points mentioned below also apply to Paid Social campaigns and other forms of internet marketing.

Heavy on relevant information

One thing that cannot be understated is the necessity of useful information on your landing page – Is the information on your website relevant to the service you are advertising?

Ensuring the information provided is relevant to your service is crucial – especially if you are running multiple campaigns for multiple different services. Somebody who is looking for a car window repair isn’t going to be interested in reading about car window replacement and vice versa.

Does your landing page mention a specific service area? You should ensure that your landing page is as relevant as possible to any potential customer that may click on your ad. There are many things to keep in mind, from currency, service, language, location and many more.

Clear CTA

Once you’ve secured a click through PPC or another traffic source, you need to make sure it is as clear and easy as possible for a potential customer to see your call to action, and become a customer.

If you’re looking to sell, can the customer easily add your product to their cart? If you want phone calls, is your phone number easily visible? By ensuring the potential customer is aware of your conversion method, you can increase your conversion rates.

Landing page relevance

When adding new keywords to your Google ads ad groups, Google will scan your landing page for keywords and phrases to see if the landing page will match the ad you have created. By ensuring your landing page content matches your ad and keywords, you can earn a good quality score, and thus decrease your overall cost per click!

Conversion tracking

When actively running PPC campaigns for your business, it’s essential to know how many conversions you are generating. Without knowing how often your keywords, ads etc. are converting, making data-driven changes to your account will become very difficult.

Whether you need to track phone calls, form submissions, purchases, newsletter signups or even a button click, all is possible with a tracking code.

Do you wish to run Google ads campaigns for your business, but are unsure if you will be able to make high-quality ads and landing pages? Get in touch with us today, not only will we set up your ads account for you, but we can also set up landing pages, and conversion tracking and work alongside you throughout the entire PPC process.