It is an absolute necessity. If you use adwords (or any other provider of PPC advertising) you have to have good landing pages. They make the difference between a successful Adwords campaign and a complete waste of time and money. Having the experience of turning Adwords campaigns from money burning into money generating machines, through the use of landing pages, has made me an absolute promoter of the Famous Landing Page. It literally can be the difference between “no sales” and “more sales than we can handle”.

When people complain about the results of their Adwords campaign, my first question is: “What are your landing pages”. They either look at me wondering if I am a drunk pilot or they say it’s the home page. Either way, most people that complain about the ROI of Adwords don’t use proper landing pages (or target the wrong keywords but that generally goes together.)

Some people, after learning that there is such a thing as a landing page, start creating pages that are so targeted they completely lose their effectiveness. Helping visitors doesn’t mean you tell them where to click, nor does it mean saying you’re helping them. (that actually happens a lot more than imaginable) A landing page should always be part of the website. Even when you build new pages to serve as landing pages for PPC campaigns, they should become a logical part of the website. That will benefit the PPC campaign(s) and also result in more visitors through natural positioning in the search engine result pages.

One very successful type of landing page is the landing page that is informative (about the product or service) and gives choices, to either more information, a contact form or directly to the buy page(s). A simple lay-out that makes it easy to know where to go is vital of course. A first impression of trust can be achieved through a clean lay-out with, in the right places, some simple trust banners.

Other types of landing pages exist too of course and in reality each landing page is unique but most can be based on the one described above. The main point however, of this article is: Use landing pages properly and when you build landing pages for your PPC campaign, make sure they become a logical part of the website.

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