Relevant, uncluttered landing pages 'key to good PPC campaigns'

1st August 2008

Pay-per-click marketers looking to improve their campaigns should look at their landing pages, according to Graham Charlton of E-consultancy.

Writing on the E-consultancy blog, Mr Charlton said that businesses should spend money on marketing efforts if their landing pages are unable to convert visitors into customers.

He urged marketers to make their landing pages as relevant as possible to the searcher's needs and to offer enough information to enable prospective customers to decide on a purchase.

Uncluttered pages are also a must and using tabs can be one way of displaying important information without including too much text into one page, Mr Charlton asserted.

It should also be clear to users how they can make a purchase, while businesses should also ensure landing pages are sufficiently optimised for natural search, he advised.

Noah Belson of Yahoo! recently wrote on the company's Search Marketing blog that paid search advertisers should strive to make ads as high quality as possible and to engage in regular testing to boost click-through rates.