Picture this scenario…
You enter a Sporting Goods Store and ask an associate where you can find the camping equipment section. You are in need of a tent for your upcoming camping trip, plus you’re in a big hurry. It’s your lunch break and you only have a short window of time before you are due back at work. You are there to find your tent, quickly buy it and get back to the office. The associate directs you all the way to the back of the store and to the far right. You follow the instructions and arrive at the destination you were just sent to. You look around for camping equipment, only to find nothing close to that. Instead, you see golf clubs, golf bags, putters, etc. Confused and agitated you scan the store for a sales associate to help you find what you are actually looking for, but sadly no one is around to assist you and the store is so big, you literally have no clue where to go. Tick tock, tick tock goes your watch; a clear reminder that you are in a hurry. Finally, you let out a disappointed sigh and walk out of the store without making a purchase.
This above scenario, while obviously hypothetical, is very similar to what happens far too often in the online world. If I had a dime for every time I click on a pay per click ad and get directed to a page that is completely irrelevant, I’d be rich. Well, maybe not rich, but I’d have a whole lot of dimes. The bottom line is this…shame on you if you are spending good money on pay per click traffic, yet sending potential shoppers to irrelevant pages. If my search query is campaign equipment, the ad I then click on should absolutely be just that.
Some retailers prefer to send everyone to their home page, no matter what their search query, which is essentially like making your visitors conduct their search all over again. Why would you do that? You want it to be a “win win” experience. In other words, a win for you; you captured the visitor’s attention to get him to click on your ad in the first place; a win for the visitor, since he was sent to the appropriate page he was searching for. Everyone’s happy and there is a much more likely chance of this visitor converting into a sale if you make the process a seamless one.
If you think it makes little to no difference where you send your paid visitors to, I encourage you to run a test utilizing different landing pages. The outcomes should speak for themselves.