Before you launch your pay per click (PPC) campaign, you have to plan precisely where a “click” will take your customers for each ad. A PPC landing page is a page you create specifically as the destination for searchers who click on a PPC ad. It is designed to directly correlate with the message of the ad and to focus searcher’s attention on the specific action you want them to take.
The most common mistake that advertisers or marketers make at this stage of the game is driving all their paid search ads to the web site home page. What you should do is send users to the most relevant page on your site- once customers have clicked your ad you need to deliver them to the closest possible match to the topic/keyword they just searched.
YOU NEED A LANDING PAGE:
- If you send a customers to a page that isn’t what they wanted or expected, they will be annoyed and frustrated … and go away- you will lose them.
- You just paid for a click that isn’t going to serve you (or the customer); which means you wasted your money.
- The relevance of the page they land on (landing page) affects the quality score that the search engines assign, which in turn will affect your ranking and placement on the results page as well as the cost of your ad.
All of our Pay-Per-Click 12 month packages include at least one custom landing page. For more information on landing pages, please see chapter 11 in Heather’s new book The Findability Formula, or send us an email.
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