The success of Pay Per Click (PPC) advertising depends upon how your Landing Pages are oriented towards the campaign message. Landing pages must perfectly be in sync with the pay per click (PPC) campaigns in order to obtain best returns.

Putting the message your campaigns are trying to communicate to your audience in your landing pages is crucial. If you are targeting the keywords “Office Cleaning Toronto”, same should be highlighted prominently in your campaign as well as your landing page. The words will appear as bold in search queries attracting visitors’ attention. You will get much more traffic with higher click through rates. The content and graphics on the landing page should be oriented towards the same theme. You must therefore meet visitors’ expectations when they arrive on the page from your paid advertisements.

Next step would be to move visitors’ forward in their information hunt and to motivate them to act. Placing a direct call to action prominently on the landing page at this stage is very important. For instance, by putting strong action words like “Call Now and Get 50% Off on Your First Cleaning Order”, you are giving visitors enough motivation to act and place their first order with you.

By observing the following points, you will get higher returns from your advertising investment:

• Include the keywords you are bidding on your campaign, preferably on the campaign title
• Optimize you landing page towards the theme of the keywords and highlight the anchor words prominently on the landing page
• Speak users language, address their issues, and solve their problems instead of merely promoting your products and their features
• Put strong action words to motivate visitors to act

Case Study:

Let’s analyze the following PPC campaign:

A Google search for Office Cleaning Toronto produced following sponsored listing.

As the title of the campaign contains the keywords, it motivates people to click the link and reach the following page:

www.toronto-maid.ca

A closer look at the landing page will show you that the landing page is highly optimized for the home cleaning audience. Our visitor came looking for an office solution, which is not addressed anywhere in the page. He will leave without doing what the advertiser expected him to do. By bidding on the wrong keywords the search advertiser is wasting his money as well as the visitors’ time.