Common PPC Mistakes #1: The Wrong Landing Page


So you’ve got your keywords, and your budget. You’ve assigned your budget in the most sensible way to make each keyword as lucrative as they can be, and you’re ranking pretty highly in the search engines. You are, rightly, pretty confident of success. Then the money simply fails to roll in. You’re confused and frustrated, and who wouldn’t be? It looked like you had it all figured out – what’s going on? Well, chances are that the mistake you have made is in setting your landing page. Isn’t that daft? All that work up front, and the conversion rate is low because you set the wrong landing page.

It is vitally important that you are awake to the necessity of making sure that once people click on the ad, they are in a position to do something about it. You may very justly be proud of your whole website, and think that the front page looks so impressive that visitors will be captivated. They may well be, but if they don’t know why they should order something from you – or even how to go about it – then the conversion rates will remain low. This is naturally frustrating, so make sure your landing page is set up correctly.

People will often come to a landing page, look around there and then surf off somewhere else. If your landing page is attention-grabbing, tells the potential customer how to go about purchasing and explains why they should, they will be a lot more likely to turn your click into a conversion. Getting this nailed down should be an immediate priority.

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