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A major goal of every webmaster is to have their website at the top of the search engine result pages (SERPs). PPC (Pay-Per-Click) is considered to be one of the more effective ways of achieving this, but it will only take you so far. You have paid for the click, but that's only the first step. It's what happens after the click that's really critical. In PPC advertising after a user clicks on your link, he will arrive on your landing page. The landing page is obviously very important because this is where the user's experience of your website begins. He needs to be quickly led to the information he is seeking about your products and services. Ideally, what he finds will be appealing and he he will quickly make a purchase and hopefully frequently return to do more business with you. Also, from the search engines' perspective, if a visitor has a prolonged stay on your landing page, then your landing page will be considered relevant to the theme of your ad and you will be able to get a good position in the search engines' sponsored listings.

It is most important that you ensure that the landing pages where your traffic is sent from your ads are as effective as possible. The efficiency or quality of a landing page can be measured by the conversion rate of visitors to clients. Makerank provides a structured test environment that makes it simple to systematically change your landing pages and evaluate the effectiveness of the various changes. In this way, optimized landing pages can be rapidly created, and the effectiveness of the website rapidly improved.