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Importance of Landing Page Relevance for PPC Campaigns

Landing pages are often overlooked by PPC advertisers when optimising PPC campaigns. The question arises, why are landing pages an important component of your PPC campaign? 

In order to enjoy strong conversion rates for your PPC campaigns, it is important to design an effective landing page that is highly relevant, compelling and has clear call to actions (CTAs).   

Your landing page is the first page Bing users will experience following a click to your ad. Therefore, it is very important to design a seamless experience for your visitor, from informing them through the initial search process on Bing for your product or service, to empowering them to make a decision to click on your ad, and finally compelling them when they arrive on your landing page to buy your product or service. 

It is therefore, vital you pay close attention when choosing your keywords, writing your ad copy, making sure your landing page URL is relevant and adheres to Bing Ads Editorial Policy, and finally deciding on the content for your landing page. All components need to remain highly relevant throughout, making sure you keep the content consistent and continue to utilise the keywords that best describe your product or service on your landing page. Remember, high landing page relevancy is the end goal, and designing a highly relevant landing page will also contribute towards rewarding you with a high Quality Score and speed up the Editorial Review process.

As a starting point, the following five elements, will put you in a good stead with fine tuning your message with relevancy in mind and creating landing pages that convert visitors into customers.


1. Effective headline

  • Spend time on choosing the right headline for your landing page.
  • Keep it short, concise and informative.
  • Ensure you keep the headline relevant with the message and content used in your ad.

2. Sub Headline

  • The sub headline gives you the opportunity to hold your visitor’s attention.
  • Use this opportunity expand on your main headline and provide your visitor with more information.
  • Again, use content that is relevant and is consistent with your ad copy.

3. Call to Action

  • The CTA is generally the last action the visitor takes, converting the visitor on your business goals.
  • Therefore, ensuring you have strong CTA is a very important step towards creating an effective landing page.
  • Your CTA should be highly visible and compelling, enticing your visitor to the next action in the conversion process.
  • Placing the CTA high on the page with good use of colour is a good approach to take. This ensures the visitor doesn’t have to scroll down the page and look for the next action to take.

4. Visually appealing

  • The use of pictures is a good way to add colour and ensuring your landing page is visually appealing and easy on the eye.
  • Visitors should be able to digest the information quickly and easily.
  • Too much content can leave your landing page looking cluttered and too busy, resulting in your time poor visitor to click back and click on the next ad.

5. Trust indicators

  • Having a “help”, “contact us” or “support/FAQ” button is an effective way in building trust and confidence amongst your visitors.
  • Other ways you can take advantage of trust indicators are to incorporate testimonials, case studies, security certifications, and any other guarantees that relate to your product or service.
  • Incorporating trust indicators gives your visitors peace of mind and more confidence in converting based on your business goals.

Finally, it is always a good idea to continually test your landing pages, to see which versions yield the highest conversion. You can test multiple components of your landing page or just one. Run A/B test, change copy, visual content and call to actions to see what performs better with your visitors.