What is a PPC landing page? Everything you need to know

Would you pay $10 or $100 for a lead in a pay-per-click (PPC) campaign? You’d pick $10.

Everyone wants to pay the least possible amount for lead acquisition. But only a few pay attention to what actually lowers this cost.

In this post, we’ll discuss one of the major factors that can lower the overall cost of a PPC campaign and boost your ROI – a good PPC landing page.

Paid search landing pages have an average conversion rate of about 2.35% — and the top 10% of these pages have a conversion rate of 11.45% or more.

At a glance, these numbers may appear small. But they can reduce lead acquisition costs from $100 to $20 – $30 per lead.

So, without further ado, let’s learn what PPC landing pages are, look at some high-performing examples, and understand how to build a great one for yourself.

What is a PPC landing page?

A PPC landing page is a single web page created for paid advertising campaigns. It’s where visitors are directed after they click on a pay-per-click ad and is optimized to convert them into leads or customers. 

The structure of these pages is highly focused, with clear calls to action and copy that matches the ad’s message. This ensures high relevancy and maximizes conversion rates.

Since there can be a variety of intents for a PPC campaign (from traffic generation to product promotion), there are several types of PPC landing pages. These include:

• Lead capture landing pages
• Product landing pages
• Click-through landing pages
• Sales landing pages

Importantly, a PPC landing page cannot combine two different intents. Otherwise, it will lose its relevance and effectiveness. 

Why are landing pages vital for PPC campaigns?

Landing pages are vital for every offer you have for your audience. 

They help communicate the offer, generate interest, and make sales. It is also worth noting that you need a separate and dedicated landing page for each offer.

Here’s a deeper insight into why dedicated landing pages are vital for PPC campaigns and how they help boost the ROI:

Higher relevance

Dedicated PPC landing pages ensure visitors see content directly related to the ad they clicked. This eliminates distractions and helps guide visitors down the sales funnel smoothly.

For example, consider the ad example below:

1. The ad on the left matches the landing page on the right

2. The ad does not match the landing page

Source

On the flip side, creating a focused and specifically designed PPC landing page allows you to make the visitor’s experience more relevant and, thus, high-yielding for your business.

Improved conversion rates

Landing pages for PPC campaigns also boost conversion rates. This is because they contain focused content and clear calls to action. Instead of distracting the visitor, they deliver further information about the hook and win the prospect’s confidence.

This enables PPC landing pages to drive higher conversion rates — turning clicks into valuable leads or customers.

Opportunity for highly personalized messaging

Personalized messaging refers to the dynamic elements of a landing page. These are elements that change as per the user’s input or demographics.

Many reputable landing page builders are making this possible with the help of personalized interactive quizzes and lead magnets. 

Personalized quizzes and lead magnets are quickly gaining popularity as high-rewarding components of landing pages. But you cannot incorporate them into your web visitor’s journey if you do not have a standalone, dedicated landing page for your PPC campaign.

Data tracking and analysis

Another reason why landing pages are vital for PPC campaigns is that they can help track and gather essential data about your incoming traffic and the behavior of your target audience. They can help collect:

• Traffic sources: PPC landing pages can track which search engines or websites visitors are coming from.
• User demographics: They can collect information such as age, gender, location, and interests to help you better understand the demographics of your audience.
• Behavior analysis: Landing pages can track user actions, such as clicks, scroll depth, time spent on the page, and form submissions.
• Conversion tracking: Data on conversions, such as purchases, sign-ups, or downloads, can be collected to measure the effectiveness of the PPC campaign and optimize conversion rates.
• A/B testing results: Landing pages can be used for A/B testing different elements (such as headlines, images, or calls to action) to determine which versions perform better in terms of conversions and user engagement.

This data can help you tweak your campaigns for better performance.

8 Critical components of high-performing PPC landing pages

The following are the eight critical components of high-performing PPC landing pages:

1. Clear and compelling headline

The headline is also known as H1, page title, or header. It is usually at the top of the landing page or above the fold and is the first thing visitors see. Therefore, it should be concise, attention-grabbing, and directly related to the ad’s message. 

We recommend crafting it to highlight the main benefit or solution offered. A good example is “Get 50% Off Your First Order”. It communicates the offer and incentivizes action.

2. Concise and persuasive copy

The copy on your PPC landing page should convey the value proposition and encourage action in minimal but impactful words.

You want to emphasize benefits, address pain points, and include a strong call to action (CTA).

Also, use clear language, bullet points, and visual hierarchy to make it easy to read. 

For example, consider this copy:

Transform your skin with our natural skincare line. Shop now for radiant results!

It offers a clear benefit and prompts immediate action.

As for the total word count on a landing page, it’s best to keep it between 500-1000. Experts support longer landing pages, but you do not want to bore your readers, confuse them, or lose their interest.

3. Strong call-to-action (CTA)

This can be making a purchase, signing up for a service, filling out a form, or contacting the company. 

CTAs are essential for guiding users through the conversion funnel and achieving the desired goal of a campaign.

Here are some PPC landing page CTA best practices:

• Match the CTA intent with your landing page’s intent: Make sure what you’re asking people to do matches what your page is about.
• Use strong and contrasting button colors: Make your “click here” button easy to see by making it a different color from everything else.
• Place the CTA strategically: Put your CTA buttons at the top and bottom of your page and maybe in a few other spots if your page is long.
• Make a single, specific request: Only ask people to do one thing, and be clear about what it is.
• Use click triggers: Make people more likely to click by using a countdown timer or saying things like “limited time offer” or “only a few left”.

4. Mobile responsiveness

Mobile responsiveness ensures that a landing page is optimized for seamless viewing and interaction across various devices, including smartphones and tablets. 

59.43% of the entire web traffic comes from mobile devices. This means if your landing page is not mobile-friendly, you’re missing out on engaging more than half of your target audience.

To ensure this mobile responsiveness, design your PPC landing pages with flexible layouts, scalable images, and touch-friendly elements. These ensure an optimal user experience on smaller screens.

We also recommend testing the page across different devices and screen sizes to ensure compatibility and accessibility for all users.

5. Fast loading speed

Like mobile responsiveness, fast loading speed is essential for keeping visitors engaged and reducing bounce rates. You can optimize the landing page speed by minimizing file sizes, using browser caching, and reducing server response times. 

We also recommend compressing images, minimizing HTTP requests, and prioritizing critical content to ensure quick loading, particularly on mobile devices with slower connections.

You want to aim for a loading time of under three seconds to provide a seamless browsing experience and improve overall performance and user satisfaction.

6. Relevant images and media

Videos and images can boost the effectiveness of a landing page significantly. In fact, adding videos has been shown to increase conversions by 86%.

But make sure to choose high-quality and relevant media that resonate with the target audience and complement the intent of the ad. In fact, make sure the visual used in the ad is also present on the landing page. Similarly, the branding style employed on the PPC ad should also be present on the PPC landing page.

You can use additional visuals that showcase product features, demonstrate benefits, or evoke emotions related to the offer. Just make sure they are optimized for fast loading and mobile responsiveness. 

7. Trust indicators

Trust indicators are elements that instill confidence and credibility in the minds of visitors. They include

• Social proof in the form of customer testimonials
• Reviews
• Trust badges
• Security seals
• Industry certifications
• User ratings
• Case studies
• Social media sharing buttons

These help establish trust, showcase positive experiences, and validate the quality of your products or services, reducing friction and increasing conversion rates on your landing page.

8. A/B testing

A/B testing – also known as split testing — isn’t a structural component of a PPC landing page. But it can help you improve conversion.

It involves comparing two versions of the landing page to determine which one performs better in terms of achieving the desired goal. 

You’ll have to create two landing page versions with a single differing element, such as a different headline, call-to-action button, or image.

Avoid changing more than one element at a time. Then, run both versions simultaneously and track key metrics to identify the variation that yields the best results. 

5 Steps to build a winning PPC landing page

Already excited to build a PPC landing page? Here’s a step-by-step guide on how to build a winner:

Step 1: Select an effective landing page builder

A landing page builder allows you to create and customize landing pages without the need for coding or technical expertise. These platforms typically offer drag-and-drop interfaces, pre-designed templates, and various other features to design, optimize, and publish landing pages quickly and easily.

When choosing a landing page builder, it’s essential to consider factors such as:

• Ease of use
• Customization options
• Integrations with other marketing tools
• Pricing

There are several types of landing page builders available, including standalone platforms, website builders with landing page capabilities, as well as email marketing platforms with built-in landing page builders.

We recommend browsing our guide on the 10 best landing page builders for more detailed insights. Also, if you want to generate landing pages faster with generative AI and want to do a minimal amount of manual work, make sure to check our list of the best AI landing page builders.

But if you haven’t got the time to go into detail, try the GetResponse landing page creator. The tool is completely free, with a user-friendly interface, AI builder, extensive template library, and robust features to help you build PPC landing pages that convert.

With GetResponse’s drag-and-drop editor, you can easily customize landing pages to match your brand identity and campaign objectives. The platform also offers built-in A/B testing, analytics, and conversion tracking tools to optimize landing page performance. 

Plus, GetResponse’s integration with its PPC ads creator,  email marketing software, and automation features makes it a comprehensive solution for managing PPC campaigns and nurturing leads effectively.

Step 2: Opt for a captivating landing page template

Once you’ve selected your landing page builder, it’s time to choose a captivating template that aligns with your campaign goals and target audience. Some tips for choosing a good landing page template are as follows:

• Choose a template that allows easy customization to reflect your brand identity, including colors, fonts, and imagery. 
• Look for templates that incorporate key conversion elements, such as prominent CTAs, trust indicators (testimonials and trust badges), and catchy typography.
• Ensure the template is mobile-responsive and displays well on various devices and screen sizes.
• Ensure the template has a clean and uncluttered design.

If you choose GetResponse, you’ll find a wide range of professionally designed templates that align with the PPC landing page best practices given above.

Step 3: Add engaging content

Next, fill up your landing page with compelling content that captures visitors’ attention and persuades them to convert. Craft a clear and concise headline that communicates your value proposition, followed by a persuasive copy that highlights the benefits of your offer. 

Incorporate eye-catching visuals (such as images or videos) to enhance engagement and reinforce your message.

End with a strong call-to-action to prompt visitors to take the desired action.

Step 4: Choose a domain name and hosting provider

Before publishing your landing page, you’ll need to choose a domain name and hosting provider to make it accessible online. Select a domain name that is relevant to your offer and easy to remember. 

Good landing page builders like GetResponse offer built-in hosting for your landing pages, eliminating the need for external hosting providers. Simply choose a subdomain or connect your custom domain to publish your landing page easily. 

Step 5: Preview and publish your landing page

Once you’ve finalized your landing page design and content, preview it to ensure everything looks and functions as intended. Test your landing page across different devices and browsers to ensure compatibility and responsiveness. 

Once you’re satisfied with the results, hit the publish button to make your landing page live and start driving traffic to it through your PPC campaign.

10 Best PPC landing page examples for maximum conversions

Here are ten best PPC landing page examples that can inspire your design:

1. Cedars

Here is the ad:

And here is the landing page:

Cedars’ ad wins the click in many ways. The restaurant has mentioned its newly designed patio, pricing range, operating time, experience, and the best of its dishes upfront. Someone who’s shopping for Mediterranean food would want to see what more they have to offer.

Once you click on the ad, you’ll be directed to the landing page. Although it does not align perfectly with paid search landing page best practices, the presence of clearly visible CTA buttons still helps the page achieve its purpose successfully. 

The theme, design (especially the typography), and landing page copy could have been improved. However, the presence of clear CTA buttons at the top successfully drives visitors to step two – placing an order.

2. Filmora

This is the ad:

And here is the landing page:

Filmora’s ad talks about the software’s credibility and flexibility. It mentions that the tool has been operating for 18 years and is conveniently available on Mac and Windows. The headline – “Best Video Editor for Beginners” – also grabs the attention of beginner editors.

When you reach the landing page, you find it reinforces the contents of the ad. The copy on the left talks about ease of use and reassures visitors that Filmora is the best video editor out there. The presence of a prominent and well-placed CTA button with a catchy copy also prompts action.

3. Jot

Here is the ad:

This is the landing page:

Jot is a sustainable coffee brand, and its PPC ad copy reflects that. The headline clarifies that it’s a shop offering great coffee using sustainable techniques. The descriptive text below the headline further clarifies to the paid traffic how Jot practices sustainability. They also mention a 25% discount, which prompts users to click.

Once you land on their dedicated PPC landing page, you’ll see landing page content that emphasizes their offers – that’s consistency that every PPC landing page must have. It also prompts the user to explore and take action by offering a “free gift”.

4. Liberty Mutual Insurance

Their ad:

And now the Landing page:

Liberty Mutual Insurance is focused on PPC landing page optimization. The ad copy includes highly relevant keywords and appeals to the audience with mentions like “Free Car Insurance Quote Online”.

When you click on the ad, it directly brings you to the calculator with a clear benefit of saving 12% on insurance. The page also features a catchy theme with an attention-grabbing image.

5. Monday

Here is a PPC ad from Monday.com:

This is the landing page for that ad:

Monday.com‘s ad copy talks about integrations, templates, and the all-embracing nature of the tool. When you click on it, you land on a page with multiple options, prompting you to choose the type of project you wish to work on and get started.

To further optimize conversions, Monday.com has placed social proof in the form of a celebrity customer base above the fold.

6. MonkeyLearn

Look at this ad from MonkeyLearn:

And now the landing page:

The ad snippet above shows a list of Google ads that direct web traffic to the given landing page. The average click-through rate on the search ad was about 5.27%, and the cost per click after the use of the landing page was about $0.53.

This landing page optimization PPC isn’t as good — it gives two options to the user. As mentioned earlier, the best way to increase the conversion rate is to reduce choices for your audience and center the landing page around only one offer. 

The theme and copy, however, provide good inspiration. The headline communicates a clear benefit, and there are trust indicators above the fold.

7. NetSuite

Check out this ad:

And the landing page:

Netsuite’s ad highlights multiple benefits — such as close management, improved liquidity, and financial visibility — which appeal to the users. It also mentions the common use cases for the tool so the reader can get a quick idea of what to expect.

The copy on the landing page matches the ad copy, maintaining its consistency. The landing page also uses social proof in the form of “34000 customers” to build trust. It also offers a clear overall benefit – a free product tour.

8. Olipop

Look at this ad from Olipop:

And their landing page:

Olipop is a probiotic soda brand. Emotional connection with loved ones is one of its main themes. They highlight this in their social media ad and continue the vibe on the landing page linked to that ad. 

After grabbing the reader’s attention via the emotional aspect, they smoothly propel the reader further into the funnel using emotional copy and media.

9. Rive Centre

The following was Rive Centre’s ad:

And this was their landing page:

Rive Centre’s ad copy is clear and direct. It immediately communicates the dollar figure that interests the target audience and clarifies the operational location — so only the relevant audience would click through and land on the landing page.

The hero section of the landing page communicates the same information as the ad. The CTA buttons are not what one would expect to see (price estimators would’ve been better) — but overall, the theme matches the intent of buying a new house.

10. Triple P

Lastly, look at Triple P’s ad:

And the landing page:

Last on our list of successful PPC landing pages is Triple P. Their ad isn’t as good as the examples above. It doesn’t fully utilize the ad space and communicate the benefits to the user. However, it does mention the services offered.

The landing page’s headline, copy, and above-the-fold structure are clean and confident. The landing page also uses an appropriate image. But it is worth noting that there are three calls-to-action on the same page, which is not a good idea.

Final Words

If you had to take away one message from this guide, take this: keep your PPC ad and landing page anatomy cohesive. You don’t want to confuse readers by directing them to a landing page with a completely different offer or brand voice.

If you can minimize the friction between your ad and PPC landing page, you will have designed a winner.