Strength In Numbers: The Difference Between PPC Landing Pages and Generic Landing Pages


On Monday I took a look at the purpose of a PPC landing page, and how it can be a useful tool for your online ad campaigns. For a quick recap, a PPC landing page should be the first webpage visitors arrive at when they click on a PPC advertisement for your website. This is the second and most important step in a PPC ad campaign, and PPC landing pages aren’t your everyday generic landing page.

PPC landing pages are unique in that they’re sort of a “mini-conversion” of their own: if they succeed, they can encourage visitors to explore your services, and ultimately lead to a more likely conversion. PPC landing pages are very carefully targeted to serve a particular visitor profile instead of a larger audience. Effective PPC landing pages are highly targeted, easy to repurpose, and there needs to be a whole lot of them.

Today I’m going to finish up by looking at how PPC landing pages differ from traditional landing pages, and how to maximize PPC landing pages for success.

Keeping It Short And Simple

Your PPC advertisements are a means by which you can “hook” potential customers from search result pages and AdWords advertisements, but that doesn’t mean the hook stops there. PPC landing pages are different from generic landings because they have a very particular goal: assisting an offsite ad somewhere else by expanding on the subject of the clickable ad. You’ve already gotten their attention with the ad, so you have to keep in mind that visitors from PPC ads already have a decreased tolerance for more direct sale language.

PPC landing page content under 200 words will get the job done and properly reinforce the original ad without being too dense to scan through—which is what visitors will more than likely do, according to PPC Hero’s findings. A simplified page design with a slim amount of content marketing is very scan-friendly and invites visitors to learn more.

Graphics and bullet point lists are attention-grabbing visual cues as well, so you should definitely consider adding these elements to your PPC landing pages. Generic landing pages and PPC landing pages are similar in that they’re designed to drive traffic to your website, and share a need for a call to action. Be sure you have one somewhere near the end with a link directly to your website, so people can explore more.

Narrow Focus, High Volume

Because PPC landing pages are simply designed with such a small amount of actual website content, it’s relatively easy to make tons of them. Thorough, successful PPC campaigns require many highly-focused PPC landing pages specialized on one particular topic a piece. When you make your keyword lists to base PPC ads off of, you’ll want to try and group those keywords into small groups of relevant topics, and make PPC landing pages for those specific topics. For example, if you sold shoes and shoe accessories, and had PPC ad keywords for “shoe laces,” “laces,” “tying shoes,” and “custom laces,” you could create a PPC landing page that talks about nothing but the quality and amount of shoelaces you carry.

Don’t stop making landing pages once you have one for each group! A/B testing is one of the most overlooked steps of PPC and keyword optimization. Even if all you do is change a few words or a heading, minor changes can drastically improve accessibility.

The Benefits of Numerous PPC Landing Pages

Why make dozens of PPC landing pages instead of just a few generic landing pages? PPC landing pages are far more valuable than many people realize. I’ve already covered their immediate value: they let you hone in on a specific customer need or profile and drive home your marketing efforts with them, which will likely result in more business conversions from fewer visitors. That’s just the beginning.

Not only will a diverse collection of PPC landing pages help you target customers more specifically, it will help you focus your overall business strategies with analytics data. You’re creating many highly specialized pages about particular aspects of your business, remember? If you analyze the hit rates of your PPC ads and accompanying landing pages, you can pinpoint the most successful parts of your business. You may find that you specialize in something you never realized you specialized in, or that more people come to your business for a service you’ve never emphasized before. PPC landing page analytics give your business actionable data that will help you develop a long-term plan for success.

The Best PPC Landing Page Practices

To recap the past two days of PPC landing page posts, here’s exactly what you need for excellent PPC ad campaign results. Before you even start, you need carefully researched keywords that you can build PPC ads off of, then you need to group those ads into relevant topics. Once you’ve got those topics, no matter how many there are, create a simple, easily repurposed webpage for each one with 200 words of content marketing and a call to action with a link to your main site or your conversion page at the end. (Multimedia content helps!)

After you do it once, doing it again gets easier over time. With a little bit of daily effort, you can turn a handful of keywords into a powerful PPC advertising campaign that will reel in leads and drive more conversions directly to your business. If you still need some help after these tips, let us know: we’re constantly revamping our own PPC campaign as well, and would be happy to work on yours!

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Andrew Glasscock is currently based in Nashville, Tennessee. He graduated with a BA in English, specialized in Creative Writing, with a minor in Marketing this past May. Along with copywriting, he loves being an improv comedian, playing frisbee, and dogs.

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