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PPC Landing Page Best Practices: Optimizing your paid search landing pages

PPC Landing Page Best Practices: Optimizing your paid search landing pages

Tejal Surve 18-08-2021

Digital marketing is currently the best way to market your brand to a wide set of target audiences. It is cheap, easily modifiable, and highly personalized. Digital marketing is almost completely free unless you consider the cost of creating and hosting a website, and running an ad campaign. That being said, all the success of your ad campaigns boils down to how good your landing page is.

Landing page best practices are important to ensure that your Pay Per Click ad campaign is as effective as possible. When your headline and copy attract a potential customer, it is the landing page that encourages them to convert.

In this blog, let’s look at some of the top PPC landing page best practices to optimize your paid search landing page. But before that, let’s look at why these best practices for PPC landing pages are important.

Why are PPC landing page best practices important?

When you are running a Pay-Per-Click ad campaign, you are paying for every click that you get. So, it is important that when a potential customer clicks on your ad, they are motivated to take the action that you desire them to take.

For that, it is important that your landing page has all the elements that are necessary for your audience to convert. Without that, you will be paying to get nothing in return.

Landing page best practices ensure that your prospects understand what you are offering them and why it is a good decision to take action as suggested on the page. This not only increases your chances of getting what you want but also helps you create a way to connect with your customers to build new relationships.

A well-created landing page will give you higher results as compared to a poorly-made landing page. It is also a determining factor in your quality score for Google Ads. It determines how Google ranks your ad and decides its position on the SERP. A higher rank gives you a higher ad position on the search engine result pages whereas a low ad rank may not even let your ad appear on the search results at all.

With that said, here are the top PPC landing page best practices that you can apply to your next ad campaign to receive better results.

Make your headline, landing page content, and CTA support each other

Imagine you saw an ad stating 50% off on Golf balls and you clicked on it only to land on a page selling ping-pong balls. Naturally, any prospect will hit that back button and leave the page to look for what they want on some page else.

This should not happen with your ad. If your ad says golf balls, then your landing page should show golf balls with the same offer as you stated in your ad’s head copy.

Similarly, the call-to-action should also align with your ad copy and your landing page content. You can try to be more specific while creating your CTA button - instead of “Place order”, you can go with “Get 50% off” or “Avail 50% Off”, etc. This reinstates your offer in customer’s minds and they may get encouraged to click on the CTA.

Aligning your landing page content with your PPC ad’s head copy and your CTA reduces the confusion and gets your message across more efficiently.

Create a separate landing page for each PPC campaign

If you are sending prospects from all your PPC ad campaigns to one single landing page that you initially created then, you are losing out on a larger number of potentially convertible prospects.

Imagine if one wanted to buy a polka dot shirt whereas the other wanted to buy discounted jeans and both are directed to a single clothing page. The result is they both probably will go back to another website that conveniently takes them directly to the page of their desired products.

Your landing page must be unique to every PPC ad campaign that you run. This helps you to motivate conversions distraction-free. Put only as much content on the landing page as is necessary for the prospects to convert.

Other than that, if you add any more links, even your own website, then there are chances that your prospect may click on those links and leave the landing page without converting.

If this is something important, you can consider adding it to the Thank You page where your customer will be directed once they complete the desired action. This way, you can give them the option to learn more about your brand without compromising your prospect.

One other benefit of this landing page best practice is that you can track each of your ad campaigns separately. So that you get to know which ones of your PPC ad campaigns are successful and which needs more work.

Provide important information and assurances

By completing the desired action, you are asking your prospects to commit to something in one way or the other. Hence, it is important that you provide them with all the necessary information about your product/service, the offer you are giving, and any assurances that may encourage them to trust your brand or business.

Adding your curated customer reviews can be one way to instill trust among new prospects. The word ‘curated’ is key here. While you may get many different reviews, sifting through them to find the best ones is important to make a positive impression upon your new customers.

Knowing that other customers had good experiences with your brand, the new prospects will feel more encouraged to interact with you. It also breaks down their inhibition about trying a new brand. However, as said earlier, you must only put 2-3 positive reviews about your product or business any more than that can be easily distracting.

Along with that, if you have any other guarantees or warranties regarding your products, you must add that too as a seal or a badge to attract attention.

Use relevant content format

You will agree that only text is not enough to grab customer attention. Hence, add relevant content formats that can help you send your message across more effectively. Make use of appropriate images and videos. With these content formats, you make your message more interesting and easily understandable.

That being said, you need to make sure that the image or video that you use is extremely relevant to your ad copy and landing page content. Similar to the headline, landing page content, and CTA, the image or video content must also align with your overall ad goal.

Reduce the form fields

This is another important point in landing page best practices. No one likes to give out too much information knowingly. And forms that are too long can overwhelm the visitors. So, depending on what is important, you can put 3-5 form fields and a submit button (with the CTA that you want).

The recommended form fields are first name, last name, email id, and any other required field necessary for your business. However, you may change them according to your requirement. This way you open a way to connect with them once they qualify as your lead.

Test your landing page elements

If you are unsure whether or not your landing page is giving its best, you can do an A/B test of each element from your landing pages. Testing your landing page allows you to optimize it further for better performance.

That being said, you can start with testing smaller elements instead of making big or too many changes at once. This will allow you to understand what changes in your landing page were able to bring you more clicks or conversions.

Use this data for your future campaigns and keep on testing new things that can attract more conversions.


What are the best practices in creating a landing page?

Some of the most basic yet important landing page best practices are as follows:

-    Make your landing page relevant to the keywords you bid on.

-    Ensure that the landing page content, ad copy, offer, and your call-to-action support each other.

-    Create unique landing pages for each of your PPC ad campaigns to easily track their success.

-    Provide information to your visitors necessary for encouraging them to take your desired action.

-    Show how your service/product can be helpful for your prospects through various content formats like images or videos.

-    Get them converted with minimum form fields and then continue your conversation through other channels like email or contact number.

-    Continually A/B test your landing page elements to optimize it for higher results.

What should you include in a landing page?

Your landing page elements must contain elements and content that align with your ad goal. So, if your goal is to generate leads through an online ad for your online software through a free trial, you may add

-    A sign-up form,

-    A video showing your software in action,

-    Some positive customer reviews to assure the prospects

-    And a Thank you page after submission.

What is the difference between a landing page and a website?

A landing page is a page where your prospects would land if they click on your online advertisement. Whereas, a website is a virtual asset of your brand that people can visit organically through search.

Your website is one place where you can keep all the information about your business and its offerings, whereas landing pages are unique to each offer you put up in an ad campaign.


Implementing landing page best practices allows you to optimize landing pages for your PPC ad campaigns. This, in turn, improves your return on ad spend as your conversion rate increases. That being said, if you are new to online advertising or are unsure of how to go ahead with it, then it is best to hire a digital marketing agency that can take care of your PPC campaign for you.

Since they are aware of the PPC advertising, they will also be quick to notice the problems with an under-performing ad campaign and help you to optimize your ads for better results.

The landing page is another important part of your PPC ad campaign, so optimizing it for higher returns should be your priority along with adding an engaging head copy and call-to-action.

Tell us your thoughts on the topic in the comments below. Do you have any other points to add that we may have missed? If so, then let us know by sharing them in the comments.

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