A good landing page is absolutely essential to get positive leads & conversions from your PPC Campaign. When a searcher searches for a particular phrase, the search engine automatically tries to return the most relevant result. For instance, if a user searches for “waterproof camera” – instead of taking him to the Home page of a website that consist of a variety of cameras, it tries to list all the pages that have information/products specific to the searcher’s query – “waterproof camera”.

Thus the organic search result by default provides a good user experience, however when it comes to PPC it’s a totally a different story. The advertiser decides where he wants the visitor to land after they click on a particular ad which is often referred to as a landing page.