Landing Page FAQs

1. Should My Landing Page Include Images? If so, what kind?
2. What Kinds of Copy/Content Should I include?
3. Should I Include Keywords in My Landing Page?
4. What are Some Common Mistakes Made on Landing Pages?
5. What Can I Consider a Conversion?
6. How Many Landing Pages Should I Create?

Should My Landing Page Include Images? If so, what kind?
Images are an essential part of a website. Landing Page images should relate to the product in question, and be professional. Images that are too playful or unrelated will not convey the proper message to the customer.

What Kinds of Copy/Content Should I include?
Content should be concise, relevant, and effective, devoid of supplementary content that is not necessary for a conversion. Common landing page content includes bullet points and lists for quick and easy information scanning.

Should I Include Keywords in My Landing Page?
Definitely. Keywords are not only important for SEO, but also for the reader’s benefit. Customers who search a specific keyword, then clicks on a PPC ad for a keyword, want to see that keyword on the website that they are browsing. If the keyword they are searching for is not present on the website, they will likely quickly lose interest and not continue to perform the conversion.

What are Some Common Mistakes Made on Landing Pages?
Common mistakes made by inexperienced advertisers include:

• Too much or Irrelevant Content
• Confusing or Unclear Call to Action
• Missing “Thank You” Page
• Too Many Images & Visual Distractions
• Wordy or Lengthy Contact Form
• Missing Promises or Guarantees (PPC Ad Claims “Free”, but this is not on Landing Page)

What Can I Consider a Conversion?
Conversions can be any action that you (as an advertiser) deem valuable. Pageviews, Form submissions, or Online purchases can all be considered conversions. Whatever your conversion, be sure to provide a clear Call to Action persuading visitors to execute the desired act.

How Many Landing Pages Should I Create?
There is no limit to the number of landing pages you should have. Ideally, an advertiser should have a landing page for each product or service. Different PPC ad groups may warrant differing landing pages, however some specific services may be allowed to use the same landing page for multiple ads and ad groups. Regardless of the number, the quality and content of the landing page(s) should be relevant to the ads and to the product or service being offered.