Use Dedicated Landing Pages For PPC Campaigns

The beauty of PPC is that it brings focused, targeted traffic to your Web site with measurable results and superfast marketing feedback loops. You can account for every dime spent. It’s a beautiful thing.

Yet many advertisers simply direct ad clicks to their generic homepage rather than to a page created specifically for the user who just clicked the ad. I have read industry reports that state that up to 40% of PPC ads are still pointing to generic, unfocused landing pages. If you use dedicated landing pages for each of your campaigns among the different PPC vendors, it will be very easy to measure and track ROI for each ad. Why settle for an industry-average 2-4% conversion rate when the right landing page can literally quadruple (or more in most cases) the number of conversions?

Another reason to use dedicated landing pages: It simply makes life easier for your visitor! Think about it…they have already read and clicked your ad, so they know exactly what they are looking for and what they expect to see after they click the link. If you dump the user on a generic home page that doesn’t specifically address their query, they will have to start their search all over again within your own site!