An important part of making sure you get value for money from your Pay Per Click (PPC) marketing is ensuring you get a good conversion rate from the traffic it drives to your website. Whether your aim is to have people sign up for your e-newsletter, or to have them buy your product or services, in order to maximise your Return On Investment (ROI), you want to make the page the advert sends them to make it as easy as possible for the visitor to carry out the desired action. Therefore, the appearance and functionality of your website is equally as important, if not more so, in ensuring the money you invest in PPC advertising is well spent.