…The Final Frontier….For Now
The final part of pay per click advertising relies on “Landing pages”. Landing Pages are the pages that open when a web user clicks on a sponsored ad. You want to make sure that what you have said you are selling in your ad copy, is what the customer sees when they click on your link. Consider this, Joe Blogs is looking for a company that offers airfreight services in Ireland. He types “airfreight in Ireland” into the Google search box, presses return and sees
“Airfreight in Ireland
We Connect Ireland to the World.
Call us for a Quote Today”
www.InsertFreightCompanyNameHere.com
He clicks on it, only to be brought to a page which shows seafreight services. What would you do in this situation? The majority of people press the back button, or click off the site to another site. Either way, they aren’t getting what they need out of your landing page. While this means your Ad may get more clicks, the likelihood of those clicks bringing you any money is slim to none.
This example shows us how the design of your site can really impact your bottom line.
It also shows how important it is for your Ad Copy (highlighted in blue) to match what you are selling. Google, Yahoo! and MSN will let you write pretty much whatever you want, but the bottom line is, you don’t want wasting money on people who click on your ad but don’t want what you’re selling.
