A key aspect of successful PPC advertising is ensuring your ads have a corresponding, relevant landing page. This is crucial because these pages are often the first point of contact a potential customer has with your brand, making a strong initial impression and providing a positive experience essential. Landing pages are your best bet for achieving this.

From consistent messaging and easy navigation to originality and trustworthiness, numerous methods exist to optimize your landing page experience and PPC ads by aligning them more closely. Here are four to get you started.

1. Maintain clear and consistent messaging across your ad and landing page

Message Match

While seemingly straightforward, a surprising number of ads promote something different from their landing page. When running a Google Ads (formerly AdWords) campaign, ensure your offer remains consistent throughout the entire advertising journey. This is called message matching.

If your ad promotes a free trial, your landing page should too. If your ad highlights a new white paper, the landing page should focus on that white paper. The language used in both should also be similar. This message matching helps create a positive landing page experience, a factor Google considers for your Quality Score.

In this example, a simple Google search for “insurance” shows Allstate Auto Insurance providing a clear, concise, and consistent message in both its PPC ad and landing page. Both emphasize “getting an auto insurance quote” and “switching to Allstate.”

The ad includes extension links for “Get an Auto Quote Now” and “Switch & Save w/ Allstate.” Similarly, the landing page asks, “How much could you save on insurance?” followed by the CTA “Get Your Quote”:

Similarly, ObamacarePlans implements this on their ad and landing page. Importantly, keywords like “coverage,” “enrollment,” and “Obamacare” are present in both, reinforcing the message.

The phrase “$50/month” also appears in both, attracting attention by highlighting a specific, appealing price point:

Call-to-Action

Your landing page’s CTA should be clear and directly related to your offer. Notably, A/B testing found that even a single word change in CTA copy can significantly impact conversions by conversions can increase by about 161%!

Therefore, invest ample time and effort in crafting a noticeable and converting landing page CTA. Some simple improvements include:

• Positioning your CTA prominently (e.g., above the fold)
• Using a contrasting color for your CTA button
• Using action-oriented and enticing words, like “Download My Free Guide Now!”

2. Use original and engaging content on all landing pages

Originality

People dislike seeing the same content across all of your different landing pages. Instead of duplicating content across landing pages, create fresh, unique content specific to each ad. Include varied, valuable information that both Google and your audience will find useful. This adds value to your ads and makes them stand out.

Engagement

Effective PPC campaigns direct prospects to landing pages because these pages convert standalone pages are designed to convert paid clicks into leads and create that crucial first impression. Here’s how to achieve this:

• Use a friendly, conversational tone. Employ a consistent, approachable tone in both your ad and landing page copy, as if speaking directly to your target audience. This makes your copy sound more natural and engaging.
• Use numbers, bullet points, and easily digestible content. People clicking on ads seek specific information and have limited patience for lengthy text. Concisely communicating your message using scannable formats improves engagement and conversions.
• Consider adding a splash page. (Only applicable if you must link ads to your website or homepage.) Unlike squeeze pages or landing pages, this type of page don’t require personal information. Splash pages inform visitors (e.g., about company updates) or share something engaging (e.g., an inspiring quote), encouraging them to click through.

Here’s how Forbes uses a splash page. If linking ads to your website, the “continue to site” button comes into play. You could also use a splash page to direct visitors to a landing page with an offer:

3. Highlight your Unique Value Proposition immediately

Don’t be shy to showcase what sets you apart. Clearly communicate your unique advantages and why customers should choose you over competitors. Using strong selling points in both your ad and landing page boosts ad ROI and overall campaign performance.

Do you offer a free trial without requiring a credit card? Mention it. Is your company consistently top-rated? Emphasize it.

This example shows search results for “order pizza.” Pizza Hut and Domino’s stand out because they highlight appealing features (online ordering, high ratings). However, both ads link to their homepages instead of dedicated landing pages:

This could result in fewer conversions compared to using specific landing pages that streamline the ordering process.

4. Incorporate trust signals

Building an emotional connection with your audience is vital for conversions. Incorporate trust signals into both your ads and landing page to foster that trust.

Effective landing pages often feature trust signals, which come in various forms. Two common ones are contact information and social proof.

• Contact information. Hiding it can seem suspicious. Enhance your accessibility by displaying contact information. While avoiding clutter, listing a phone number adds legitimacy. (Bonus tip: Make it click-to-call for easier conversions.)
• Social proof. This includes reviews, ratings, or testimonials. Leveraging positive feedback from others builds trust in your ad, landing page, and brand. While ads may only allow for snippets, feature full reviews on your landing page.

In this example, Fast Home Offer includes a phone extension for immediate contact and highlights appearances on major networks like CNN, Fox News, and CNBC, adding credibility.

Statements like “Over 300,000 Homes Sold” and “12 Years Experience” provide social proof. Combined, these elements significantly enhance the business’s trustworthiness:

How do your PPC ads and landing pages work together?

Using a message-matched landing page relevant to your PPC ad is crucial in digital marketing. It enhances the user experience and improves conversion rates by creating a strong first impression and prompting action. Implementing these tips in your campaigns will significantly enhance their effectiveness.

What about you? How do you personalize the experience and create relevant landing pages for your ads?