PPC Quick Tip - Smooth Landings
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I thought I’d follow the brilliant example of Katie’s regular “Copywriting Tip” series and start a Quick Tip series of my own, with the focus on PPC of course.
My first tip feels so basic that everybody in PPC should already be aware of it, and yet I find quite regularly that this isn’t the case.
LANDING PAGES ARE IMPORTANT!
Your landing page is probably the most important element in your entire PPC campaign. You can write excellent ads, relevant to all the perfectly matched keywords in your list. You can have an amazing CTR because your ad text is flawlessly in line with your keywords. But if they can’t quickly find what they came for, if you make your potential customer work harder than clicking a button to order your product or submit their query … they’re going to leave. Ensure your users have a smooth landing when they get to your site. Make it easy for them to convert!
Last week I stopped by and visited with a previous employer who used to do PPC advertising. When I worked for Mr. D., he had several PPC campaigns. The organization wasn’t bad, his adgroups did target specific lists of keywords, and his ad text was specific about the product. But every ad landed on his home page. He had a lousy ROI and has since stopped running PPC advertising all together. I know I can manage his PPC campaigns and bring him more business so I thought I’d give him a tip. (and maybe he’d let Pole Position Marketing pick up his PPC accounts!)
I told him “Don’t have all your ads land on the home page. Your home page has too much information. The customer has to search too hard to find what they’re looking for.” His reply was “But they need to know that information!” I agreed with him, yes, they will want information, but you have to make it easy for them to contact you so your sales people can make the sale! He shrugged his shoulders. I hope though, that I can win him over. After talking with one of his sales people who was telling me Mr D. tells them “Don’t make the customer work harder than you do,” all I have to do is convince him that the same concept applies to PPC advertising.
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Tags: Advertising, Copywriting, keywords, Marketing, Pole Position Marketing, PPC, Search & Marketing, SEO
Posted in PPC, Search & Marketing
