Google likes to throw the occasional spoke in the wheel and with its latest PPC algorithm change, it’s made the landing page vitally important when planning a PPC campaign.

Indeed, although it certainly has not replaced CTR as one of the key indicators of a campaigns’ success, Google does now place far more weight on the landing page which makes sense, agrees the SEO and PPC gurus, if you are planning a detailed campaign.

Let’s say you want to shift a certain box of chocolates within your range. Now, you can build your PPC campaign on the back of directing traffic to the Home Page, but if you’re really clever and want Google’s approbation, then now want you do is build a specific landing page for that box of chocolates you are shifting.

It makes a great deal of sense of course. Why should your potential customer want to land on a Home Page which lists all the corporate stuff, as well as the complete range of chocs you sell? When they click on your PPC advertisement, what they really want to do is go straight to the offer concerned.

This of course goes counter to retail shopping theory which likes to place a whole load of products around the one you want to buy, just in case you want to buy something else. And that still works, but in the internet, when time is precious and people want to crack on, homing into the sweet spot is all the more important.

So, if you’re about to plan a PPC campaign, always remember where you are going to land.

Attribute to: Neil Martin, Cayenne Red.

Neil Martin is a member of the digital marketing team at London based Pay Per Click agency Cayenne Red. He is a regular contributor to the media on how companies market themselves in the digital age.