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December 26, 2014 | Branden Stanley

How Killer Landing Pages Can Reduce Pay-Per-Click Cost

I’ve always been a big fan of Pay-Per-Click (PPC) advertising. Not only is it an easy way for businesses to get quick exposure on top search engines, but it’s also an effective part of your Inbound Marketing strategy.

PPC or as some people call it, “Search Engine Marketing,” is also a form of permission based advertising.

What’s this mean? It’s simple. This just means potential buyers have asked for information regarding your company’s products or services. That’s something we all want, right?

The best way to convert these potential buyers into customers is to make sure your ad’s landing page is effective!

Landing pages are single web pages within your site that are designed to convert visitors into leads. Prior to working for VIEO, I worked for a company that sold PPC. We could control the ad side, but if we didn’t have access to their website, we couldn’t control what happened when the click landed. It’s challenging to have a successful PPC campaign if you don’t have the ability to control the information a person receives after clicking the ad.

Did you know that using a digital agency or website platform like WordPress or HubSpot can give you the ability to create custom landing pages on the fly? And the best part is that they can be specific to your ad campaigns. Pretty cool, huh?

Killer Landing Pages Can Boost Your Ad Quality Score

Landing pages that are relevant to keyword searches or phrases are important for many reasons. It can create a positive user experience, improve customer conversion, ultimately reduce your pay-per-click costs (if done correctly), and boost your ad Quality Score in Google Adwords.

Your ad Quality Score is a 1-10 ranking based on the quality of your ads, keyword, and landing page. According to Google, higher quality ads can lead to lower prices and better ad positions. To achieve a higher Quality Score, focus on creating landing pages with messages that match the keyword in your ad.

For example, you’re a dentist that offers various dental services and a potential customer searches “dental implants.” Creating a landing page that is specific to dental implants would be much more relevant than linking to a page that talks broadly about all cosmetic dentistry offered by your practice.

How Do I Check My Quality Score?

If you’re currently running an Adwords campaign, you can see the Quality Score of each keyword by going to the Keywords tab and hovering over the speech bubble in the status column.

quality-score

Killer Landing Pages Boost Your Conversion Rate

The whole point of PPC is to increase your leads to get more customers. If your PPC traffic converts well, then you don’t have to spend as much to get the number of needed leads. Nothing is worse than paying for tons of visitors that take a look and bounce away. Think about it! Here are some best practices for your landing page:

  1. ALWAYS make sure the message matches the searched keyword or term.
  2. Provide useful information that relates to the audience you’re targeting.
  3. Limit distractions! Depending on your goal, you may want to even consider removing all unnecessary navigation paths.
  4. Have a clear Call-to-Action to ensure your visitors know the next step to take and the value that it has. Ideally you have a form right on the landing page to capture lead information.
  5. Make sure your landing pages are mobile friendly. In a study conducted by Google, 61% of people said that they’d quickly move onto another site if they didn't find what they were looking for right away on a mobile site.
  6. Lastly, if you have an e-commerce site send your visitor directly to the page where they can buy. If they have to make multiple clicks to purchase, you may lose them.


Your visitor was enticed enough by your ad to click and come to your site. Make sure your landing page makes them feel like they made the right choice. For more in depth advice visit our blog post on Effective Inbound Marketing Campaign, Step 2: Killer Landing Pages.

If you want to know how you can achieve an effective inbound marketing strategy, download our ebook.

Inbound Marketing Campaign

Branden Stanley

Branden Stanley

As VIEO’s senior sales and marketing manager, Branden Stanley works with current and potential clients to find the marketing and web design services that will best serve their diverse businesses.

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