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Design the Perfect Landing Page for a PPC Campaign

Jan 10, 2022

Let’s be honest, PPC campaigns are costly. Most businesses tend to take a major chunk of the marketing budget without getting the result they want. The lack of result is not always due to the way you run your campaign, but the landing page where the visitors are directed. Too many visuals, poor layout, and irrelevant content drive visitors away, rather than buying a product or service.

To help you avoid making such a mistake, we have tips on how you can design the perfect landing page. These tips should improve your PPC efforts and get you the leads and business you want. You can entrust such campaigns to a professional SEO and web design Dubai company to get the best results.

Create a unique page

One page fits all is not the right approach to PPC campaigns. You have to design a unique landing page for each campaign that you run. PPC campaigns are specific, usually for a particular product or service. The landing page directed from the campaign needs to be specific to the product or service advertised. You don’t want it to be too vague, because it will leave visitors scrambling to find the information they want. 

As tempting as it may be to direct most PPC traffic to your website’s homepage, that is not ever effective. It doesn’t get the same result as a specific landing page, which has a call-to-action (CTA) directing visitors. 

Include a CTA

A clear CTA is a must for a landing page. The sole purpose of a landing page is to advertise a product or service while directing a potential client to sign up for it. 

Let’s say your software house has a new software it is advertising on a landing page. You can offer a CTA asking visitors to sign up for a free trial. The CTA should be highlighted with a sort of in-your-face headline, so visitors can’t miss it and then again within the text lower down on the page. This way, they have multiple access points to sign up on the same page. This is not repetitive because that is ultimately the desired action you want out of visitors. 

Get creative, but keep it simple

Landing page design is where businesses tend to falter. Most go overboard with the design, using too many visuals. This only confuses visitors. They won’t know where to look or click-through to. 

Visuals are important, they are appealing and grab attention. You should use them strategically, for example, to highlight your CTA. It will direct visitors’ attention to the CTA. On a landing page, it is common to incorporate a banner at the top or to the side as a visual and incorporate the CTA. This immediately lets visitors know exactly what to do, be it to purchase a product or sign up for more information. 

The overall design of the page needs to be simple and properly laid out. Make use of white space, ensure your site is not too cluttered, and incorporate relevant images. 

Write compelling content

The content relies on the information you want visitors to know. Make sure you cover all the important aspects of your product and services. How you layout the content is also important, since most visitors will skim through the content. Therefore, you have to lay it out so they can easily do that. Use headlines, bullet points, and keep the content short and to the point. 

Keep sign up forms short 

The length of sign-up forms correlates to the conversion rate. The lengthier the form, the lower number of sign-ups. Therefore, you need to keep the form to essential information only. Information such as full name, email, number, and query/comment. Such a form can be filled out within a minute and gets you all the information you need to contact them. 

A/B test the page

A/B testing requires you to continuously test and change elements of the landing page, to see how it performs. You have to be careful and stick to changing only one or two elements at a time. For example, changing the CTA and the visual around it would help you determine if the CTA was not performing. But if you were to change the CTA, visual, content, and images all at once, you wouldn’t be able to determine which element wasn’t performing and which were. A/B testing lets you keep the page in check and ensure it performs. 


Creating the perfect landing page isn’t as complicated as people make it. As long as you follow the tips mentioned above, you should be able to develop a landing page that generates traffic. Once you implement these tips, you should see a major boost in quality leads. PPC Campaigns are an important part of SEO activities and need to be given enough importance to in order to get genuine traffic to the landing page.