Pay Per Click Marketing is one of the most powerful marketing channels available to businesses today. Online advertising campaigns through Google and Bing pay per click programs can be enormously successful when combined with a solid web design and conversion rate optimisation strategy.

One way is to have Google orchestrate all your digital advertising so you can focus on hiring the right PPC agency and run productive, high-performance PPC campaigns

With the best practices in PPC marketing, you will get to know how to manage your paid search marketing efforts and get the best results possible and help convert leads into sales.To get started with conversion rate optimisation, first identify what needs improving. Then, implement strategies that will help you reach your goals.

What are Best Practices for PPC Web Design?

There are many ways to improve your PPC campaign. Whether you’re looking to increase your ROI or just boost traffic, these best practices will help you achieve your goals.

Select the Most Effective and Relevant Keywords

Keyword research is important because it helps companies target their ads effectively. In addition, it allows them to make sure they’re not wasting money on keywords that won’t convert. It’s also very helpful to use long-tail keywords as opposed to short ones.

This means targeting phrases instead of single words. The best practice here is to use keyword tools such as SEMrush or SpyFu to see which keywords people are actually searching for. You should then try to rank for those terms.

Use Landing Pages That Convert

Landing pages are pages designed specifically for a particular campaign. They usually contain information about the product or service being sold, but they may also include videos, images, testimonials, or other forms of content.

You can also use landing pages to test different versions of your ad copy. If you’re testing different headlines, you can put them on different landing pages and track which performs better.

Make Sure Your Ads Are Consistent

If you’re trying to optimise your PPC campaign, you need to ensure that each version of your ad has the same elements. Otherwise, you could end up confusing users.

For example, if you’re selling shoes online, you might run two separate ads. One with the headline “Shoes at $10 off” and another with “Buy Shoes at $20 off”. But if the second ad doesn’t have the same call-to-action button, it could confuse customers.

Include CTA in Your Ads

CTAs (call-to-actions) are buttons that appear on your landing pages. These buttons prompt visitors to take action. The most common type of CTA is ‘Call Us Now!’. However, you can also use CTAs to encourage visitors to sign up for newsletters, download apps, or buy something.

A good rule of thumb is to use CTAs only when you have compelling reasons to do so. If there’s no reason why someone would click on your CTA, don’t force them to.

Conduct A/B testing

A/B testing is one of the best ways to determine whether an element works or not. When you’re doing this kind of testing, you create two versions of your landing page. One contains the element you want to test while the other does not. Then, you ask visitors to choose between the two.

This way, you can compare how much more likely they are to convert when your element appears versus when it doesn’t.

Optimise Your Ad Copy

Ad copy is what people read before deciding whether to click on your ad or not. So, it needs to be enticing enough to get them interested in clicking through.

There are several things you can do to improve your ad copy:

  • Always write clear and concise text
  • Avoid using jargon
  • Provide value rather than selling features

Why Conversion Rate optimisation is the Most Important Part of Your PPC Strategy

Conversion rate optimisation (CRO) is the process of improving the performance of your website or online store to increase the number of customers who convert from visitors into buyers. The primary goal of CRO is to improve the overall customer experience, increase the lead-to-usefulness conversion ratio and improve marketing ROI.

Good website design is crucial, but it’s also essential to ensure that the design is easy for potential customers to use.

The conversion rate optimisation process includes pairing analytics data with modifications to your site to increase sales. Conversion rate optimisation includes A/B testing of seemingly minor changes, such as descriptions of goods or clarification of pricing policies.

The way to improve conversions is by adding or adjusting elements that will lead to higher quality leads.

For example, when designing a new product page, consider how much information should be included and whether certain features are more important than others. By creating an ideal user journey through my website, you can determine which parts of the website need improvement.


Conversion rate optimisation is an important part of every digital marketing strategy because it helps companies understand how their websites perform. It’s not enough to just have a good website; you must also know whether your PPC efforts are paying off.

About the Author

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Mirko Humbert

Mirko Humbert is the editor-in-chief and main author of Designer Daily and Typography Daily. He is also a graphic designer and the founder of WP Expert.