Landing Pages

[RobSchofield]

My question is with regards to my Adwords campaign. Is it best practice to have the user, or potential customers, land on a single page landing page or to an actual website? Does a single page landing page, with no other links, help with conversion?

i would be greatful for any opionion.

[Marcus_Miller]

Hey Robert

As ever, it all depends but as a general rule of thumb you want consistent messaging throughout.

We are looking for consistency throughout:

• Keywords Targeted
• Advert Copy
• Landing page copy and goals

If we go with the tired old green widgets example then:

• Keyword: Cheap Green Widgets
• Advert Title: Cheap Green Widgets
• Landing Page Title: Cheap Green Widgets

The action we want the client to take is tightly aligned from keyword, to advert to landing page copy.

This approach can increase quality scores so give you better placement for less money and more importantly we don't want to pay people to visit unless they are as likely as possible to follow through to whatever our conversion goal is.

Hope that helps!
Marcus

[IOSC]

Just to piggyback a bit off of Marcus's point -- the benefit of PPC is that you can get a lot of information in a short period of time (at a cost though of course).  Generally, I agree with Marcus' advice, but the key to PPC is experimentation and learning from what works for you, your site, and your visitors/customers and then what doesn't.

i.e. You can set up the two campaigns run them head to head and see what converts better.

[Branden_S]

setup an A/B test......measure results ...then pick a winning strategy for your product.

I have clients that perform better pointing traffic to a relevant page on their website (usually products with longer buying cycles).

And I have other clients that perform best pointing traffic to a landing page with no other click options...all clicks lead down the conversion path.  These are usually impulse buys, "free trial" signups, low cost products, etc.

The real question is , what works best for your product/company.  Setup an A/B test..measure results ...then pick a winning strategy for you