About PPC Advertising:
Part 5: Landing Sequences
Bouncy Landings
Most PPC accidents, like most airplane mishaps, occur during landing. Turbulent landings make passengers and prospects fearful and frustrated. The difference is, Internet passengers have eject buttons.
Even after you pay for a click, there’s nothing to prevent visitors from clicking back to Google (and to your competitors). This immediate back-click is called a "bounce". When clicks do not results in sales, something is wrong with the landing.
Trust or Turbulence
A landing page builds trust in various ways:
- By clearly delivering exactly what was promised by the PPC ad
- By using text and images to support the offer being made
- By not making inappropriate demands for information
- By promising not to misuse any information gathered
PPC Tarmac's expert Landing designers guarantee smooth landings. Can you afford to fly blind?
Landing Page Sequences
Landing pages, like airplane pilots, guide your buyers along a clear path to a destination you have both agreed to. If your landing pages include your company website menu, you are inviting shoppers to wander off that path. After they close the sale is the time to invite them to visit the rest of your website and see other offers- not before.
Landing Pages should be a controlled sequence of at least two steps:
- The Presentation of your offer to prospects, and
- The Action you propose that they take.
If a prospect accepts your presentation of an offer to "buy a banana," and clicks the offer (perhaps a "banana button"), the action would presumably be a banana purchase form in a shopping cart program. There are many other possibilities.
