So, you're getting good click-through rates on your PPC advertising campaign. So why isn't your conversion rate going up as well? You might be making one of the top 5 landing page mistakes:

1) Using Your Home Page as the Landing Page

This is the biggest (and most common) mistake you can make with PPC campaigns – you must always have a customized landing page for each keyword that you run ads on. You've gotten people to click using the right keywords; they now expect to find information about what they were searching on.

If you don't have a landing page customized to those search terms, they'll click the 'back' button and be on to one of your competitor's sites.

2) Having a Confusing/Too Busy Landing Page

If your landing page is not clear and concise, leading the user to exactly the information that they're looking for, you will lose sales. People don't have much patience to try and figure out where the information they want is.

You may want to put as much information about your product/service on the landing page as possible, but remember that clarity is key. Your potential customer should be able to find all the information they need about your product in 30 seconds. You can definitely have more information available, but they should be able to pick out key points immediately.

3) Your Landing Page Takes Too Long to Load

Images are always a great way to improve the look and layout of your landing page. Go overboard, however, and you'll lose customers before they even get to your site. This is because putting too many images on your landing page will result in your site taking an extremely long time to load. People will get sick of waiting, click that dreaded 'back' button again, and move on the to next search result.

Instead, focus on the quality, not the quantity of images. Hand select a few that will really improve the look of your site. Also, keep the size of the image in mind as well. You don't need to use a high resolution picture if it's meant to only be seen online. You can save the picture as at a lower resolution and speed up the loading time of your landing page that much more.

4) Scaring Away Your Customers

Asking your potential customers to provide private information before telling them anything about your product/service will only result in scaring them away. Remember, people don't like to give out their private information to people they don't know. Build trust with them first, and if you must ask for private information right away, limit it to a first name and an email address. Then, you still get a way to send them more information, and they get to retain some anonymity.

5) You're spending all your time selling

Don't misunderstand this; your goal is to ultimately sell your product or service. But you must understand that people don't respond to the hard sell. They go to the internet for information, so give it to them. Save the sales pitch for your PPC ad; once they've clicked on it, they've already expressed interest in the product.

Once they get to the landing page, you then need to provide them with the information they need to feel like they've been educated on the product/service, and now can make an informed decision. This will also build their trust in your site, since you're not trying to give them an obvious sales pitch; you're merely presenting the information and letting them make their own decision.

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The point of the landing page quality score is to penalize advertisers who don't provide useful landing pages, and give them a lower rank within Google's quality ranking, which raises the cost of their minimum CPC.

More importantly for those of us who are already striving to produce quality sites and landing pages, a better quality score will lead to better rankings for our ads and a lower CPC.

So, how do you get a better landing page quality score?

According to Google, there are 3 things they look at when calculating a landing page's quality score: relevant and original content, transparency, and navigability. Here's how to get a good quality score from Google and accomplish and get your conversions at the same time:

Relevant and Original Content

To start, make sure your domain name is relevant to your market. For your landing pages, make sure that each keyword you have, you have a separate landing page. Make sure they the keyword is in the URL, such as springgardens.php if your keyword is spring gardens. Also make sure to include your keyword in all of the title tags, meta tags, and description meta tags.

Also make sure that you've got original content on each of your landing pages. This is especially important for affiliate marketers, as there could be hundreds of landing pages promoting the same product. By differentiating your content from that of the vendor of the product, youÕll increase your quality score over that of your competitors who just recycle the vendor information.

Transparency

For transparency, make sure to link to a valid sitemap, contact us page, and privacy policy page. What Google wants to see is that you openly share information about your business, and how your business operates.

When requesting information from your site's visitors, make sure to provide them with the privacy policy so that they understand how they're information is going to be used. Another good idea is to limit how much information they receive from you; give them an option to opt-out of some correspondence. Google likes to see users given the choice of how their information is used.

An obvious aspect of transparency is by delivering on the products and services that you offer in your ad, and to only charge customers for the products and services that they actually order and successfully receive. While this may seem implicit in your site, it doesn't hurt to find a way to say it somewhere on the landing page. It will both raise your quality score with Google as well as put your users at ease.

Navigability

Google wants to see a clear path to follow on your landing pages, making it easy for users to purchase or receive the product or service you've advertised which is exactly what you want too. Avoid using pop-ups, pop-unders or other obtrusive elements in your landing pages.

Now that you've got great landing pages with great quality scores, you can then turn your attention to your Adwords campaign. By matching the best keywords with your customized landing pages, you can maximize conversions and minimize your CPCs, resulting in a bigger profit margin for you.

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