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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Google’s AdWords network has become one of the biggest online PPC ad networks. Millions of users everyday around the world are exposed to ads from Google. How many of those are your ads, and how many out of those millions are seeing them?

You’re probably already running a search campaign, but are you on the content network? If you aren’t, well, why not? You’re missing out on the opportunity to exponentially expand your reach to customers around the world that you aren’t getting to by using search. Using Google Analytics to help you refine your Google site placement within the content network can maximize your results from a content campaign.

There are thousands and thousands of sites to choose from on the content network, but you can choose the sites where you want your ads to appear. It can be overwhelming when you’re first trying to figure out what your campaign will be. There are several ways you can run your content campaign in order to optimize the result you get.

But how do you choose which sites to advertise on? Google Analytics has a great tool to help you figure out just that. It’s the Google Placement Tool, and it’s a great way to get an ultra-targeted campaign.

Using the referring sites report in Google Analytics, you can see all of the sites that sent visitors to your site. These are usually people who are writing about your site, such as press, articles, blogs, forums, or other online publications. A lot of these referring sites are part of the Google content network, and you’re able to run advertisements on them.

So why not run your content network ads on these sites? They’ve already proven to have an audience interested in your product or service. This is a super-easy way to get access to a highly targeted audience without any extra cost.

To do this, you will have to use Google’s Placement Tool. You start by importing the list of referring sites into your AdWords campaign, and then export the referring sites list into a .csv. Next, you copy the list of sites, and then paste it into a placement targeted campaign that you’ve already set up in AdWords.

That’s all you need to do to start running a highly-targeted campaign on sites that are already talking about you. Since it only takes about 5 minutes to do, what reason could you have for not trying it out?

Another way to maximize your content network campaign is by using AdWords Digger, It searches and ranks sites based on your criteria, from which you can then pick and choose and import into your AdWords placement targeting list. It’s also completely free. Check it out at http://www.adwordsdigger.com