Your landing pages should be a direct reflection of the copy used in your ad. Picking one generic page of your website to spit everyone out on is not the right approach. If your ad screams discount and sale your visitor should be landing on a page that offers discount and sale because that is the mindset of your visitor. Having that visitor land on the home page of your site is not the most effective place for that visitor to land on. You always want to have a targeted landing page to send your PPC clicks. Not only do you want attributes from your ad but it is very important to have some sort of call to action items on your landing page. If you want this person to call you don’t assume that they will know to do this. Make the phone number stand out as much as possible in multiple areas of the landing page. If you want them to submit their information make sure to have a nice big lead form for that person to fill out and if they are looking for a specific type of product don’t send them to the home page, send them to that specific product page. Put yourself in the shoes of the person clicking your ad and anticipate where you would like to land. Finally, double check and triple check to make sure link is not broken on your ad. You don’t know how many times I click on a PPC ad and it is connected with a dead link that goes no where. This is a very easy way to burn through your budget.

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• It could be a competitor scoping out your marketing plan
• Perhaps the click was an accident
• The clicker arrived on your landing page and found something they didn’t expect to see
• Not ready to buy right now
• Searcher changed their mind about buying right now
• Still in research mode

The list could go on. But the question is, can you convert those clickers on subsequent PPC ads? And the answer is yes.

It boils down to understanding who your audience is. There may be a segment of your audience that is more cautious when it comes to online transactions. Or it could be that your offering doesn’t sell itself on the landing page that you are using. This is the perfect opportunity for some testing. Run an A/B test on the elements of your landing page and see if it converts more traffic. If so then you could end up converting traffic that bounced before.

Advertising is about testing. Always. Even pay per click advertising. Make sure you are in constant test mode.

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