Where should my AdWords and PPC ads link to?
It’s a great question I get a lot. Where do you send the traffic, which comes in through your AdWords or other PPC ads? Do you send it to the frontpage, to a category, maybe deep-linking to a certain product? There are more opinions on how to achieve the best results when AdWords linking, or PPC linking in general. I have written this article based on my experiences, having managed many AdWords accounts.
It really depends on what type of business you are running.
AdWords linking and PPC linking for webshops and e-commerce sites
If you are running an e-commerce site, you are going to require a lot of different ads. Product-specific ads and category ads, as well as ads for individual search queries.
So, imagine you have an e-commerce store that sells accessories for the kitchen, such as cutlery, plates, cups etc. Far from everyone will search for kitchen accessories. There will be potential customers searching for knives, forks, big cups, fancy cutlery for the kitchen and so forth. I do not recommend leading all these visitors to the same pages. The people searching for forks should be taken to the page which displays your available forks. The people searching for big cups should be taken to the page which displays cups. You get the picture.
To be able to do this, you must have a lot of ad groups, with many ads as well, linking to many different pages on your website.
By doing this, you are directing your traffic directly to what they are looking for. This increases your conversion rate (compared to if you send all the visitors to your frontpage), as well as minimizing the Click costs. The more relevant your landing page is, the higher quality score for your keyword, and that means you pay less per click.
AdWords linking and PPC linking for non-ecommerce sites
Depending on the service you are promoting, I always recommend making landing pages that are as relevant for the search query as possible. What does that mean?
Imagine this. Your potential client is searching google for “house painting company”, which clearly indicates what they are looking for. A company that can paint his or her house.
Now imagine you are advertising for a company that does this exact service. If you have an appealing ad, they might click on it and be taken to your landing page. Now, if that landing page shows pictures and text related to office painting services, they might not be very interested. The potential client is looking for someone to paint his/her house, but finds a company showcasing they are good at painting offices.
If I were that potential client, I would look for another painting company, where I can see they are good at painting houses. You always want to have a string of relevant content – from the ad, to the landing page. Not only will this help you keep the attention of your visitor, but it will also make your PPC cheaper. More on that HERE.
If you are not promoting a painting company don’t worry, you can apply the logic to almost all businesses.