Proper Landing Pages for PPC ads

[ClaytonKendall]

One of our sites is for a local Promotional Products company that focuses on local big businesses to set up accounts with. We are trying to grow our customer base with this site through use of a PPC campaign, but are unsure of where to send them. We were thinking about a page with content about what we do and our contact information, or putting together videos with this information to send them to. Does anyone have any advice for a killer landing page that not only is good for getting conversions for promotional products through PPC, but also could get us organic traffic? Thanks in advance for the help!

[EGOL]

Most of the time... at least for me... the keywords reveal the intent of the visitor.

• If the keyword is a product/service name that person might be a buyer and I would want to land them on the exact page for that product/service.

• If the keyword is your brand then I would land them on the homepage.

• If the keyword is something else then I can probably protect my budget by not bidding on it.

• And, as you describe, if your focus is on local big business, I would be calling on them by phone or in person instead of using PPC.

[ClaytonKendall]

Great answer as always EGOL, thanks for the help. That's the general consensus of our group as well, but we were throwing around the idea of creating one great video or landing page that showcases all of our services. In this case, we were thinking about directing all of the PPC traffic to that page which would contain links to other, more specific landing pages. I understand that may hurt the quality score of our ads and all of the traffic would not be super targeted in that case. We really want to go all out on one great video or landing page though. Down the road then, we could make other more specific and equally as great pages. Would you consider that an option, or do you think it's necessary to make multiple great and specific landing pages now?

[EGOL]

Depending upon what products and services you are selling a video might work well.  I expect that it would be better for services where the potential client gets in touch with you by phone.  The video would give them an opportunity to learn about you before calling.

If it was shopping cart transactions I would definitely land them on the product page with a buy button.

However, the video might work well.  If you don't try it you never find out.

One thing that they say about trying something that is very different.... that is how you kick things up an order of magnitude or learn what does not work.

Good luck.