Your ads are up on Google AdWords and Yahoo’s Overture, but have you set up a safe landing for your clients?

Run a test landing. Click on your PPC ad. Where does it bring you? Your home page? Hopefully not. You should create a specific landing page for your PPC ads. A landing page is the page you create to convert your PPC traffic into sales. This page should get your potential customers to go exactly where you think they want to go.

Here are some tips to create a good landing page:

1) Focus! Focus! Focus!

The landing page should be about your product or service. No links to other sites, no advertisements, no "how do you do". When people arrive at your landing page, they should already be predisposed to buy (since you wrote such an excellent ad to get them) and are trying to either:
a) Get more information about your product or service
b) Find the "Buy now" button. Use the search term on the page, because searchers will key into the section of the page with their search term. Don’t distract them - give them what they want.

Read the rest of this entry »