When building a PPC (pay per click) campaign, it’s important to pay attention to your landing page. The more your landing page and the individual PPC ad connect and support each other, the better your conversion rating will be. And ultimately, that’s the point of paying for clicks. You want your visitors to take action.

Here are six tips to help you create landing pages the PPC engines are sure to love.

#1 Noindex your landing pages. Why? Because you don’t want or need the search engines to index these pages. They have a single purpose – to convert prospects who have clicked on your PPC ad into buying customers, subscribers or whatever your ultimate goal is for your PPC ad. You’re likely going to be creating several PPC landing pages, each only a few keywords different from the other. If the search engines index them, you’ll get penalized for duplicate content.

#2 Create a PPC landing page for each campaign or target prospect on your list. The best way to get your PPC ads to turn into sales or grow your business is to customize a landing page for each ad.

For example, if someone clicks on an advertisement with the keywords “kids’ summer allergies” then for the best results, they should be taken to a landing page where the copy and the offer specifically address kids’ summer allergies. If they are taken to a webpage that just talks about allergies, they’re not going to see exactly what they’re looking for and you may lose them.

Likewise, in the same ad campaign you may have “adult allergies,” and they don’t want to see a landing page about kids’ summer allergies. Each PPC landing page needs to match the keywords and the audience the ad was designed for.

#3 Make your copy count. This is sales copy and the job is different than that of the ad. You’ll want to follow all the standard advice about writing compelling and converting sales copy for each PPC landing page. The good news is that most of the changes you’ll make from page to page will likely only be in the keywords.

#4 Keep it simple. Your goal isn’t to dazzle your prospect with your expert graphic design skills, but rather to help them single in on taking action. You want the copy to be noticed, not the flashing red border.

#5 Skip linking to anything other than an order page. Generally, you don’t want your prospect to do anything other than follow through on the call to action. That may be a download page, an order form or subscribing to your opt-in list. Adding any additional links to the page only distracts them from their purpose.

#6 Don’t give them more than one action to take or one choice to make. Again, each PPC landing page should be tightly focused on achieving a single goal. If you have more than one product to sell or more than one promotion, create more campaigns. Or, once they’ve ordered, send them an autoresponder upsell message.

PPC landing pages have a very specific goal, which is to convert click-throughs to conversions. By creating a new page for every new prospect, keyword, or offer, you’re better able to increase your conversion rate and ultimately your profits.

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