Pay Per Click Ads like Direct Mail, but Cheaper Part II
Last week, I discussed how Pay Per Click (PPC) ads are like direct mail but cheaper. That’s
because you only pay for the ads that are clicked on.
One of
the biggest mistakes companies make, though, is to send prospects — who click
on their ads — to their home page.
Generally, this is wrong. Ideally, the PPC campaign should
highlight a special promotion or sale. Then when someone clicks through, they should go to a dedicated sales landing page that is just
about that promotion.
The landing page can even be constructed so that there is
no other page to navigate to other than an order form or other call-to-action.
The idea
is not to have the visitor surf your website, but to be motivated to purchase
your product or to contact you for more information.
You can send visitors to your home page if you sell one
basic item. But then be sure to construct the home page to be compelling enough
to move the visitor to take an action. That may mean more text than you
normally would see on a home page.
Easy
Furniture Web Tip #44: A pay-per-click campaign on the Internet is most
effective when visitors click through to a dedicated and well-constructed sales
landing page spotlighting a specific promotion.
