About PPC Advertising:
Part 4: Landing Pages 101
Landing Pages: A Moving Target
Clicking on a Pay Per Click ad takes an internet shopper to a Landing Page. (That’s why we’re called PPC Tarmac – we design and host Landing Pages for PPC Ads).
A Landing Page needs to do three jobs:
- Be relevant to your keywords. If your Adwords keywords are not on your page, Google will charge you more for each click.
- Follow through on your offer. If an ad offers a banana but shows the whole fruit bowl, shoppers feel lost.
- Persuade shoppers to accept your offer. If your landing page does not sell, you paid for clicks in vain!
Landing pages must change whenever your keywords change, else you will pay too much per click. They must change whenever your ad text changes, else you will lose sales. And of course, they must change whenever your offer changes.
The Right Tool for the Job
Because landing pages follow special rules, they need special tools. To stay relevant, they need to be easy to edit by the marketer. To stay profitable, they need to record statistics about user behavior. To provide control, they should not display the site menu that links everywhere else.
If your pages are not easy to edit, not customizable, or unable to provide reports on the paths people take, your current site might not be the best place to send your PPC clicks.
Fortunately, you can create landing pages that are not on your website, but link to it at the right time. Your landing pages can be hosted in on a subdomain (e.g. offers.yourdomain.com), while your website does not change (e.g. www.yourdomain.com).
PPC Tarmac, your Search Marketing Partner, provides the right tools for the job, using a powerful Content Management System called Drupal. With PPC Tarmac, your landing pages will be co-designed by experts, while you change the text and images as your keywords and offers change.
