Landing Page Requirements for PPC Ads

Описание: Poor landing pages can sabotage PPC success.

A single url for multiple category of keywords violates core principle of PPC marketing.

Such landing pages do not show the same message as the ad, or dilute the crux of the message.

So for ads about prosthetic legs, the landing pages should be about prosthetic legs.

Otherwise we have "cognitive dissonance". This makes visitors move away from the website quickly.

PPC landing pages should also have good "attention ratio", ie, the ratio of links on a landing page to the # of campaign conversion goals.

An optimized landing page has 1:1 attention ratio.

Unwanted external links lead to leakage in conversions, as when visitors click on those links they are given an avenue to move to locations where we do not have conversions.

Focused and dedicated landing pages increase conversion, by narrowing the set of options available to visitors.

They also enhance the quality score of ads and reduce cost per click.







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