Top Techniques from 31 Successful Bloggers by Michele Welch - HTML preview

Are People Clicking on Your Pay-Per-Click Ads and Leaving?

What is a landing page and who ever heard of a microsite? Well, if you‘re running Pay-Per-Click (PPC) advertising or are about to, you should be able to answer those questions. One of the advantages of running PPC ads is that you can target your ads to specific customers. You can select the geographic area where you want your ads to appear and even target specific demographics. When you write your ad title and copy, you can carefully select targeted keywords and bid on keywords based on buyer-intent. So, why would you send someone who clicks on your ad to your home page or some other page that currently exists on your site? If you‘re investing money into pay-per-click advertising, why not take it one step further and create a customized landing page for each ad campaign?

In my previous post, I talked about PPC advertising campaigns that I ran for a product that targeted a very specific niche target market – virtual tour photographers. Actually, I was able to refine that niche market even further and segment it into two specific types of customers. One customer was the professional photographer who already owned a DSLR (digital-single-lens-reflex) camera and was looking for a new service to add to an existing photography business. The other customer was the amateur photographer who wanted to start a home-based photography business.

Different Customers = Different Ads = Different Landing Pages I was targeting two entirely different customers with different product bundles. The customer needs and product benefits were unique to each group. I set up two specific Google AdWord campaigns and created two different landing pages. Each landing page actually brought the website visitor to a new home page