This article is part of an occasional series about pay per click marketing. PPC is no longer the set-it-and-forget-it prospect that it once was. It takes planning, strategy and constant maintenance to run a successful campaign. This series of articles is dedicated to helping you create a successful PPC campaign. For more information about PPC, check out
Adwords-Profit-Secrets.info and for help with researching keywords try
RapidKeyword.info. For more articles about PPC marketing check out
Pay Per Click at KLBlog.net.
In this part of the pay per click article series, we’re going to look at the landing page. The landing page is the webpage on your site that the users will first see when they click on your ad. The landing page is important because it gives your site visitors their first impression of you website. It is not necessarily the home page because you want your visitors to discover you site in a different way based on what they are seeking. Because these visitors came to your site via a PPC ad, you know what they’re looking for. So if your site sells a photography service, the home page will generally describe your business and introduce the website. But if you bring in PPC traffic based on the keyword phrase “wedding photos” then you want this landing page to be targeted for that audience.
You have two separate beings to satisfy with your landing page – the human who will eventually click on your ad and the pay per click services’ spiders that will crawl your page as soon as you set up the campaign. Satisfying the human visitors is outside of the scope of this article so we’ll assume that you’ve designed a page that will convert. But the page also needs to give the pay per click spiders plenty of relevant content.
At this point you might be wondering why PPC is starting to sound a lot like SEO. That’s because the PPC market has become so crowded that the search engines that offer it have the luxury of picking from among all of the marketers that are willing to buy pay per click ad space. The product that search engine companies sell is good user experience. If the user is satisfied with both the free and paid search engine results she is more likely to return to that same search engine again and again. Search engines no longer simply stack PPC results based solely on who is willing to pay the most although this is a significant factor. They also want to present their users with the most relevant and highest quality websites.
Therefore you should put a lot of thought into your landing page. It should provide the spiders with plenty of links leading to other pages on your website as well as to other websites. This demonstrates a site with lots of depth and one that does not look like a dead end. It should have a strong, relevant title. A site map is also important. If you’ve read anything about on-page optimization this should all be familiar. Build the page as though you are building a page for the best SEO results and you’re on your way to creating the best possible landing page for you PPC campaign.
