If you’re running a search engine Pay Per Click campaign and linking it to your website’s home page, you’re missing out on one of the major benefits of search marketing — pinpoint targeting.
Your website’s home page likely has multiple links and a variety of content about your company, products and services. But, the customer who clicked on your PPC ad only has one particular thing in mind and that’s the word or phrase he entered into the search engine that exposed him to your ad to begin with.
You should create a landing page specific to your keywords and your ads.
Let’s say your store sells lawnmowers and chain saws and zero-turn radius mowers for landscaping companies. Of course, your website will have information about all three of these. But, a consumer who typed “walk behind lawn mower” into a search engine doesn’t care about your chain saws. And, if you link him to your home page, he’ll get distracted with all of your content.
Instead, link him to a landing page that talks specifically about the walk behind lawnmowers you sell. And, provide one clear call-to-action or offer on that page.
The straighter you make the path from your PPC ads to your desired customer action; the more likely your customers will not wander off that path.