If you’re using a PPC campaign to drive traffic to your site, you need to make sure the page you’re sending them to delivers the right message. Otherwise your wasting your money and you’re wasting the searchers time. Neither makes you look good.
Are You Sending Them To Your Home Page?
If you are, how well does your website reflect on your business?
- Does it have a professional look and feel?
- Is it easy to navigate?
- Does it deliver a clear message about the solutions you provide?
- Does it provide clear methods for the searcher to contact you or make a purchase?
Make sure it covers each of those items. If a searcher clicks on your link and then lands on your home page that is cluttered and the site is not a good presentation based on the criteria above, you are just throwing your money away.
Are You Sending Them To A Specific Landing Page?
This is often the best option. That way you can focus on exactly the information the searcher is looking for. You can clearly spell things out for them and guide them to make contact, or maybe even go directly to the sale.
For example, at Image Perceptions I provide a number of services. If I was running a PPC campaign for Web Design I would set up a landing page that clearly and concisely explained my web design services. Probably add some images from my portfolio, then provide a contact form and information so they could get in touch with me immediately.
If I was running a PPC for Social Media Consulting I would set up the same kind of page only gear it towards social media strategies.
What Will Work Best For You?
Your home page might work great as a landing page, but think about setting up a specific landing page for each PPC campaign you run. It’s a great way to immediately connect and provide the searcher with information they’re looking for. And as we all know, the faster you can provide answers, the happier people will be that they found you.
What Do You Think?
Have you run PPC campaigns? What were your results? Any tips that you found useful?
