To convert you need to understand the basic of choosing your keywords for your ads and crafting your landing page.
The more specific is your keywords in your PPC ads, the more targeted it is because you will not be competing against a broad term where millions webpage will be using the same word, for example, the word “fashion”. To cut off the competition use long tail keywords phrase like “teens fashion boots” instead if that is what you are promoting.
Make sure that your ads are designed to target for your landing page. In other words, your keywords in your landing page are the same ones as that of your ads. So, like in the above example, your landing page must contain the keyword phrase “teens fashion boots”.
The reason why people click on the PPC ads was because of certain keywords that have attracted them towards the ads. Perhaps they saw something very familiar to what they have in mind when they first started out searching for something?
How to have a successful PPC campaign? First, you find a product you will be promoting for a sale or to generate a lead. It is the same principle that applies to all marketing campaign if you want to make a sale or a lead out of it.
Then you have your lending page to generate leads or sell. If it has only feature and less benefit, you will have lower conversion rate if you cannot provide to your visitors the expectations of your products and services.