Online marketers looking to improve their digital advertising
strategies should ensure that they have high quality landing pages for
their pay-per-click (PPC) advertisements.

This is the opinion
of Graham Charlton, who said on the Econsultancy blog that consumers
searching online will often do so with the intention of purchasing
goods.

He explained that conversion rates could be made higher if firms take the time to set up effective landing pages.

Web
pages that are brought up when internet users click on a link need to
include a reasonable amount of information to persuade the potential
customer to proceed to the checkout.

Mr Charlton said marketers could improve their click-through rate by linking the paid search advertisement to the landing page.

"A good landing page is one that reinforces 'conversion intent'," the expert explained.

He
noted that online shoppers who click on a PPC advert and are brought to
a generic page that requires them to search again might not bother to
continue using the site.

This, he said, could reduce the effectiveness of this form of online marketing.

Earlier
this month, Simon Mansell, managing director of TBG, said spending on
advertising on the internet is likely to grow in proportion to the
amount of time consumers spend online.