Testing is a crucial part of improving your PPC advertising efforts. You test Keywords to enhance targeting and increase relevant traffic to your site. You test Negative Keywords to prevent irrelevant clicks and lower cost. Testing Ad Copy is to find out what appeals best to your clientele. However, testing should not stop there. Your Landing Page is a critical component of obtaining conversions, and not just clicks.
If you have tested and found great Keywords and have excellent Ad Copy, then there is no doubt that, you are getting clicks and driving relevant traffic to your site. However, what is happening after that still has a huge impact on the success of your PPC efforts. Your Landing Page is the first experience a potential customer has with your website. It needs to aesthetically pleasing, easy to navigate, and a good starting point for your conversion funnel.
In order to measure and evaluate the effectiveness of your Landing Pages, you will need to integrate your Analytical Solution with you PPC Platform. Once you have the Analytics in place, you can begin testing your Landing Pages with tools, like Web Optimizer. Test various wording, layouts, pictures and more to discover what works best for you and your clientele, and watch your ROI increase.