Do you wonder why your pay per click campaign might not be working as well as you want it to be? Do you spend money every month with very little activity occurring on your site? Setting up a pay per click campaign on the fly and dropping money into the account will not necessarily create sales or get the phone ringing on your website. You need to seriously analyze your landing pages and make sure clicks are not going wasted by being dumped onto a page that does not share attributes of what that visitor is looking for.
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.