What makes a good PPC landing page?
Google emphasises the importance of landing pages, and has increased the weighting given to them when calculating quality score.
As discussed in previous posts I have mentioned how landing pages should be as relevant as possible to the user's search query and the advert copy. This is to make sure that the user journey is as clear and relevant as possible. This in turn should increase the chances of conversion.
A landing page in simple terms is the page a customer lands on when they have clicked through from an advertisement. This URL can be set at ad group or even keyword level, and will help to make sure that the user lands on the page of your website that contains the most relevant content.
What should a landing page consist of in Google terms?
Google believes that landing pages are increasingly important. They have recently amended the quality score calculation in AdWords in order to increase the weighting given to landing pages.
It is also believed that Google are using SEO factors to measure the quality of PPC landing pages. Therefore you must make sure your landing pages follow the guidelines below:
1. Include content
Landing pages should include content as this allows Google and users to understand what the page is about. As with SEO this content should be original to your site and not repeated on every page on your site. It must also be relevant to the customers search and advert copy, and provide sufficient details.
2. Be transparent
3. Provide navigation around the rest of your site
A user should be able to find what they are looking for and move around your site. Providing suitable links through menus and/or breadcrumb links will help users navigate to what interests them.
4. Page load speed
Google also looks at the time it takes for your page to load, which is important for PPC campaigns. If a user has clicked on your ad and then they have to wait for the page to load, they are likely to hit the back button and try an alternative site.
These four points can all have an impact on the performance of your PPC campaigns. Getting them right means your site should convert more easily leading to better ROAS (Return on Ad Spend).