Keyword Landing Page

Keyword Landing Page (Page 1of 2)

A landing page is a bridge between your ad and the website point of sale. How the Landing page performs and how visitors react to it, is one of the critical factors that determine your conversion rate. You will want to test different ads, landing page performance and measure return-on-investment (ROI).

Using the Home Page as a Landing Page
Most webmasters and marketers use the Home Page as the landing page. The Home Page is usually used when you have many products and your ad is presented in general copy (i.e. Manufacturers Name).

You will want to identify your Home Page for the collection of website stats with the PPC search engine (i.e. www.xxx.com/google.html).

Specific Landing Pages
Specific landing pages are used when your ad is specific (i.e. Product Name). Landing pages are always sales process pages. They always constitute a step in the conversion process. They attract the prospect, they present the product and they close the sale. This is called the three-click concept.

Should you design different landing pages for each PPC search engine?
Google, Yahoo, MSN and their partners attract different prospective buyers. As a general rule people who use Google are younger and less affluent than those who use Yahoo or MSN.