Using the same landing page for seo and ppc

[melen]

When does it make sense to create one landing page for both seo and ppc?

[Ron_McCabe]

Nathan,

I would always recommend this.  This techniques gives you a higher quality score on pay per click while indexing on search.  As you build out your content and links your performance will get better and better.  This is also a good format for running software like Optimizely for conversion optimization.

[Karen_Dauncey]

I also like to think that a page should be designed to convert whether it's a landing page or a normal webpage on the same subject!

[Pragnesh_Tavadia]

According to my understanding, You should have two separate pages as you can track conversions better. Pls correct me if i am wrong.

Thanks

[Everett]

I think it makes sense to do this when using the PPC channel in order to test out page design, layout, keywords, etc... However, once you find a better-converting page for PPC you should also test it out on organic traffic. Assuming you can continue to rank well for your top keywords and the page converts organic visitors better it is best to send PPC traffic to an organic page due to the quality score issue described by Ron.
Plenty of businesses have separate landing pages for their PPC traffic though. As much as I would like to say that having a high-converting page is best for both, the truth is that sometimes the highest converting page is not at all SEO-friendly in terms of content (e.g. one image and a big fat CTA button). You can often meet in the middle by incorporating drop-down content divs, jquery sliders, etc... but not in all cases.