Marketers often make the classic mistake of launching a pay-per-click campaign and having users land on a page that is not targeted towards that PPC ad.
Take this example. A Denver oil and gas company, which will remain anonymous, has a suite of products including land management, an ERP System, and Accounting Software. They launched several targeted PPC campaigns (good idea) but had each click-through land on their homepage (bad idea). The homepage unfortunately does a miserable job of describing their various services. So, what they found was users would click on the ad, go to the homepage, and then bail.
It's so important that you have users land on a page that is clearly tied to the contents of your ad. You'll also need to include a strong call-to-action that is directly related to the ad. What good is it if a potential client comes to your site and then fails to become a lead.
By giving users what they are looking for and what they expect, you'll ensure that you maximize your PPC spending dollar.
Here's more information on our Denver web design company, Fusionbox. With this, and other tactics, we can help you make the most of your PPC budget.
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