(Source) For example, people searching with terms like “prom dress” usually want to be able to browse a variety of styles and colors, and may not click on an ad that promotes a “red floor-length strapless prom dress.”
I don’t agree with that statement at all. Most searchers in 2008 still don’t know how to conduct a search properly. But I do agree with the principle that this statement is being used to back up. You do want your PPC ads to point to a page that is geared toward selling the specific item your ad mentions. It’s more about keywords and optimization best practices than anything.
Let’s take that prom dress example again. Suppose you have a web page that is beautifully written and ready to take order for corsages. You don’t really want to write an ad that attempts to draw traffic from people looking for long evening gowns. You want your own to be optimized for the keyword “corsage”. Otherwise, why advertise?
If you are just looking for general traffic related to prom dresses and such then by all means write your ad toward that mindset and send the traffic to a general web page related to prom dresses. It could be your catalog to allow browsers the opportunity to find the dress they want. But the bottom line is keyword optimization. Without it, you are shooting yourself in the PPC foot. And that hurts.
