web design  •  web marketing  •  seo

Designing Good Web Site Landing Pages for Online Pay Per Click Campaigns

Part of your web marketing may include running online pay per click ad campaigns, such as Google Adwords or Bing Ads. For these campaigns, it’s important that the landing page your audience lands on after clicking your ad is closely related to the message in your ad. Doing this will help your ads rank higher among your competitors’ ads. If your landing pages are not very closely related to the text of your ads, then your ad may show less often or not at all.

Here are a few of Google’s recommendations for landing pages:

  • Make sure your landing page is directly relevant to your ad text and keyword.

  • Be specific when the user wants a particular thing: If someone clicks on an ad for jogging shoes in Calgary, they shouldn’t wind up on a general “all types of shoes” page for all of Canada

  • Be general when the user wants options: If someone is wanting to compare types of jogging shoes, they probably don’t want to land on one specific shoe brand page

  • Try to offer useful features or content that are unique to your site.

  • Clearly state what your business does and the products and services it provides.

  • Explain your products or services before asking visitors to fill out forms

  • Ensure your contact information is easy to find.

  • If you request personal information in an online form on your page, tell users why you are requesting this information and what you’ll do with it

Include Graphics in Your Ads

Enhance your ads with some visual content such as photos, graphics, infographics, and videos.

There are some compelling stats that show the importance of visual content:

  • 40% of people will respond better to visual information than plain text. (Source: Zabisco)

  • 90% of information transmitted to the brain is visual, and visuals are processed 60,000X faster in the brain than text. (Sources: 3M Corporation and Zabisco)

  • Visual content drives engagement. For example, just one month after the introduction of Facebook timeline for brands, the visual content (photos and videos) had a 65% increase in engagement. (Source: simply measured)

Contact a Calgary Web Designer

If you need help designing effective landing pages or implementing effective ad campaigns in Google or Bing, contact Fusion Creations Inc. in Calgary for a free consultation.


Fusion Creations Inc.
Web design, SEO, and web marketing in Calgary and beyond.


Fusion Creations Inc.
Web design, SEO, and web marketing in Calgary and beyond.