Are You Making These 5 Common Pay-per-click Mistakes In Your Small Business? - Having them land...
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Having them land at your home page is the equivalent of having them ask you for a specific item in your store, and you telling them – “it’s in here somewhere, it’s up to you to find it.” Obviously you wouldn’t do that in person with your customers – and you don’t want to do it online, either. By designing what’s known as a “landing page” – the place where visitors “land” when they click on your ad - you can present your customer with exactly what they are looking for when they come to your site. Your landing page should be tightly focused to the keywords you are using for your PPC ad, with no other links or distractions to confuse your prospect. This dramatically increases their satisfaction with your site, as well as the likelihood that they will make a purchase from you.
2. Not customizing your landing page to your prospects’ keyword searches. The way an ideal PPC campaign works is something like this: a prospect enters a search term – for my business it might be “e-mail marketing.” They are presented with my PPC ad with “e-mail marketing” in the headline AND the ad copy. My prospect clicks on my ad and is taken to my landing page that is all about e-mail marketing. (I will have bid on both “e-mail marketing” and “email marketing” to capture searchers entering it both ways). The likelihood that my prospect will become a customer is high, because there is no confusion about what the page is about – no wondering if he’s in the right place or if we offer what he is looking for. A common mistake I see business owners making with their PPC campaigns is to try to combine several products or services into one landing page. This leads to frustration when your searcher clicks on your ad and lands on a page that they aren’t sure offers what they are specifically looking for. Make sure your landing pages are customized to the keyword your prospect is searching for – and quickly turn prospects into customers.
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