So you’re running pay per click campaign, investing a certain amount to stay competitive with everyone else, but what is happening after your user clicks on your ad? Many advertisers link directly to the homepage of their website. Is this the best plan for attack? Is there a way to take it a step further when targeting your users?

Ahhh the landing page. Some love it. Some hate it. It is a strategy used by many to create a unique, more personalized experience for each of your targeted campaigns. Your landing page should contain copy that resonates with the user that got there. For example, the active adult searcher may want to read more about the golf course, the club house, and social activities, while the family move up buyer may want to read more about area conveniences, schools, and amenities such as the pool. Think about the user when planning your landing page.

Don’t leave out design and layout. Digital Web Magazine sums it up nicely: “Even after a customer has decided to accept your offer, the conversion can be lost. Any flaw in site functionality and usability can cause you to lose the conversion, so ensure there are no hiccups.”

Case Study: “European Travel Deal”
Here’s a real Google AdWords ad for the search term “European travel deal”. The ad copy tells me there’s an incentive – perfect, exactly what was searched for.

My expectations after clicking on the ad are to be taken to a page that contains more information about the offer and what discounts are available with the sale. Instead, I am directed to the airline’s homepage where I must start navigating throughout the site to find the information I am looking for.

Take your landing page to the next level. Embed those calls to action, particularly a button to the sign-up form. Targeted landing pages resonate with your users and create an interactive experience that encourages site stickiness. The content is molded for them specifically and no one else. These conversions are one less step to a sale that the user has to take.