A landing page is the page that your users arrive at when they click your PPC ads. Obviously, this page needs to convert in order to maximize your PPC ROI. What can you do to make your landing pages the best they can be?

1. Focus: Now that you have the attention of a potential customer, keep the focus and don't lose them! Your landing page should be very focused. Provide just the facts about your product or service, and a highly visible way for users to take action.

2. Customize: Create customized landing pages for your ads. Your landing page should function as an extension of the content in your ad. Make the user feel like they are in the right place by providing them with specific information that relates to the ad they clicked on.

3. Inform: Give users the information they came for! Your landing page needs to convince them that your product or service is best suited for their needs. Provide all the information that you would include in a person-to-person sales pitch.

4. Invite action: Provide a clear path to action, whether that be in the form of an "add to cart" button or an invitation to "call now". Give this path excellent visibility.

5. Provide imagery: Capitalize on the graphic delivery of the medium! This is especially important if you sell a product. In a traditional bricks and mortar store, customers have the advantage of touching products. This is not the case online, so provide excellent quality photos of your products to showcase the quality of your offerings.

6. Test: You might think you know your target audience pretty well, but it's always possible that you haven't thought of everything. For best results, try out a couple of different ideas with your landing pages–your users might surprise you!