In a nutshell a landing page is the page a visitor “lands” on after clicking on your PPC ad. If you just send people to your homepage, they may not be sure what to do once they get there and they may leave your site without buying.

Different to your home page, a landing page is a page that you create to cater for a single product or service, providing your visitor with all the information they may need to buy your product or service immediately.

Getting Adwords traffic to your landing page is only part of what you need for a successful site. If someone reach your site, but click away right away, then you won’t be very profitable. After all, the bottom line is to make money and not to see how many clicks you can get to your site.

1. Create a ‘real’ website

When your site is spidered by Google, you want to make sure that the Adwords system immediately recognise you as a proper website. So, you need to have your basics in place such as a home page with ‘privacy’, ‘contact us’ and ‘terms and conditions’ pages which will help your quality score.

2. Don’t direct all your traffic to your homepage

Many Adwords advertisers make the mistake sending visitors to their home page in the hope that they would take the time to navigate through the site to find what they’re looking for.

For example, if your ad is displayed for  the keyword “laptops”, your landing page would do much better if you displayed information specifically about laptops instead of directing them to your homepage about cellphones and DVD’s as well.

Keep in mind that a searcher will decide within seconds if he should stay or leave your site. So you must get his attention immediately with the exact information you used in your ad.

3. Relevant Content

Google believes in focusing on the user and that is why they love original content which applies to Adwords as well.  If you offer relevant and valuable content to your users they will keep returning to your site which and drive more conversions.
It’s important to create keyword rich content, that  are targeted around the main keyword phrases you’re bidding on. So, when someone clicks on your and arrive at your landing page they will see content that’s relevant to their query.

4. Use attention-grabbing headlines

A visitor from a Google ad will decide to stay on or leave your site in just a few seconds. So you only have a limited window of time to grab and retain a user’s attention with a relevant and compelling headline.