Is WordPress Effective for PPC Landing Pages?

is wordpress a good platform for PPC landing pagesIf you’re thinking of conducting some business online, but don’t want to go through an overwhelming and dramatic series of changes to your website to accommodate this, you might be thinking of using WordPress. After all, WordPress is easy, everywhere, and familiar to most people who are used to creating their own content online without using substantial professional resources. But if you’re thinking of taking the next step, and committing to advertising on the web in order to direct traffic to your website, can WordPress actually work as a PPC landing page?

The answer depends on how much you’re willing to commit.

How PPC Works

If you’re not sure how it works, directed advertising for online content can run on what’s a called a “Pay Per Click,” or PPC model. This means that you as the advertiser pay a marketing or search engine service to promote your own product or service. However, it’s the way that payment works that make this a unique way to do business. In traditional advertising, you as a client would go to an agency, an advertising campaign would be conceived, and then you would pay a fee to the agency based on the extent of creating the campaign and the scope of the advertising coverage. If you only wanted newspapers to be targeted, you would pay the agency for that. But if you want newspapers, television commercials and radio ads, you would pay considerably more for that.

With the Internet PPC model, when you pay for advertising, it’s not advertising in the old fashioned sense. Instead, a search engine will recommend your product or service at the top of the page, usually with a clear label that this is advertised content, but it is relevant to the search of the person looking for said good/service. Should that person actually click on the ad that is presented, you will then be required to pay for the service as the “advertising” is considered successful and has resulted in a visit to the landing page you specified such clicks go to. “Pay Per Click,” in other words, means you pay a fee every time someone actually clicks on your sponsored ad and goes to your landing page.

Advertising Is Just the Start

Here’s where it becomes tricky. The simple answer to the original question is “Yes, absolutely, WordPress can be used for PPC landing pages,” but where the caveat comes in is just how effective that landing page will be. And the answer to that is entirely dependent on how you create your landing page. All advertising, regardless of media is merely a way to get a “foot in the door” of a potential customer. Once they’ve clicked and arrived at your WordPress landing page, the marketing job is done.

But now the real battle begins, and that is translating the arrival of the user onto your landing page into an actual transaction for whatever good or service you offer. That has less to do with WordPress’ mechanical viability to sustain a landing page and more on what marketing effort and expertise you bring to the landing page itself to convince a visitor that what you are offering is what they want, and translate that into an actual sale.

There are a variety of themes, plug-ins and templates for WordPress that make it very friendly for creating a landing page. But you will still need smart design, good SEO practices, and compelling content to convert a visitor into a customer. WordPress simply makes it easier to get to that point.