There comes a stage in designing a Pay Per Click advertising campaign that the marketers must decide where to send the traffic that they generate from the ads. While the home page may seem like a logical choice, it is rarely the best destination for paid traffic. Instead, there are a number of important principles to keep in mind when creating marketing messages and goals.
First of all, any landing page should segment users. Initially, they should be sent to the furthest point in the buying cycle that is relevant to the search terms they typed into the search engine. But each landing page should segment them into groups that need more convincing before they buy the product or service, and those who have heard enough and are ready to make a purchase and just need a clear path to take the next action.
In fact, depending on the search query and keywords included in a marketing campaign, visitors can be sent to pages that only segment them into one or two different groups. Advertisers do not want to make visitors hunt for information or be segmented three or four different times before they get the information they want, but some segmentation done at the beginning can direct people to the correct page so that they realize they are in the right place
This is one of the main reasons for creating dedicated Pay Per Click landing pages that are only seen by users brought in through paid efforts. They can be specified so that they are not indexed by the search engines for natural results, but only appear in sponsored listings. These pages will just concentrate on converting visits into customers by focusing on a specific action that should be taken by the user. This might be to buy the product, or learn about the company, or read a list of features, or be segmented and continue further into the site until they are ready to take the next step or become a customer.
Dedicated segmentation pages are used when search queries may attract different users for different purposes, but offer the same product. These two groups will have to be marketed to differently from each other, even though they will end up buying the same goods from the website. This is one of the strengths of segmenting users.
The landing page should have the same message as the ad copy, although expand on it greatly. In fact, the landing page and ad copy should reinforce each others message. There should be a seamless transition between the ad and landing page through the use of the same theme on the ad copy and landing page.
A few tips to creating a great landing page are to include information that closely relates to the search query, and have information on the website that was claimed by the ad. This is especially vital if the ad mentions a discount code or special promotion. The landing page should also have a clear call to action, and a clear path for users to take that action.