An expert has advised marketers looking to improve their pay per click internet marketing campaigns to consider making changes to their landing pages.

Joanna Lord of TheOnlineBeat.com, a job search engine, said in a column for Search Engine Land that landing pages could hold the key to better metrics if amended keywords and copy have not yielded much in the way of positive results.

Ways in which marketers could refine their landing pages include making calls to action bigger, producing more eye-catching layouts and designs and looking at competitors’ websites to see if they have responded to new trends with the addition of extra features.

Ms Lord also advised that marketers keep testing their pay per click landing pages, stating: "Stick to the basics with your testing strategy. Know your pre-optimisation stats, implement the change, allow enough time for statistically relevant data to collect and then examine the results closely."

Paid search marketers should bear in mind the fact that web users’ first impressions of a company formed through their landing pages is also likely to be their last impressions, as they take just a few seconds to decide if what they want is on that page, according to Saad Kamal of Search Engine Journal.

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