Isn't a product page a Landing Page?

[stephenfishman]

Before starting a new ppc campaign, I am working on making my site landing pages Relevant. I see some ppc experts suggest separate, noindex, landing pages. But aren't my dynamically generated product pages landing pages- They have a call to action "add to basket" button, a big photo, and orignal detailed conent- prodct description - below all that. Sometimes I would like to advertise we have a broad selection of a Vendor's line- so then my natural landing page is a categegory page with thumbnail photos and the call to action is clicking the photo or product name to go to the specific product page. Can an experienced adwords person help me understand this better? Do I really want/need to create seperate ppc landing pages? What would the difference be? Thanks as ever Handcrafter

[RobertFisher]

Handcrafter

First, it depends on what your ad is. But, if you are advertising to sell sneakers, a specific variety, a specific sale, to a specific segment, etc. I doubt that you will want to have an ad go to the product page with: Nike-running-shoe/mens/black/372 as the url then a title, a pic, a couple of this is what it is lines and a price with a place in cart option.

If you are spending on the ads, focus on what about the ad is going to get me to click to go to the product. (Ad copy on Google ad that drives CTR)

Then, the last thing you want is to have them bounce as they saw one thing and it wasn't what they wanted. Make your ad be about a reason to stay, shop, buy, etc So, leap year day only sale, Nike Super Jumper 10% off, buy two get free shipping, IF you know that the item is hot, have them land on a full page that really shows it off. etc.

Yes, you could do it the other way, but I wouldn't. Even with our service clients, we want landing pages as opposed to basic site pages as you drive a specific need and then you fulfill that need. With our SEO, we use the meta desc. to answer the query and optimize the page. The same is happening with an ad we are just using ad copy and a landing page.

hope this helps

[stephenfishman]

That is helpful. In our store/ gallery we have hand made items which are often a quantity of 1. So I had been thinking of using ppc to advertise the artisan- and have a landing page based off the category page. When we get a new collection in- we could do ppc ads about the great selction and what the new style is about. Does that make sense? Or would you instead do several ppc adds focusing on the individual products? Looking forward to input / ideas on this-- Handcrafter

[RobertFisher]

I would attempt to focus on the artist and display a couple of his/her pieces on the landing page. So, for each artist, your ad would be around something specific in the medium used or possibly genre of art, the landing page would potentially be a couple of specific pieces and a short bio w a call to action, etc. 
Your question will be: What was the searcher's query? Artists in city X? 3D art by Y, etc. This I think is important for a PPC in such a low volume search area. (I have been collecting for years and my wife does contemporary abstract in oil and acrylics). With art, you might really explore destination advertising on the web as well. You will be the one who can decide which is best/cost effective for you.
Now, if your store were more of a furniture/art/design type store, then I would have to look at what drives people there and maybe look at what someone like restoration hardware or their new model does.

Best