Are your PPC ads and landing pages confusing users?

Filed under category: Pay Per Click Marketing

ppc pay per click marketing mistakes

So you've just developed your new adwords pay per click campaign for your company and you've funded it a few thousand dollars for the new month. The ad is on the first page of Google and you check website analytics to see that the traffic is rolling in by the dozens. But now there is a new, unforeseen problem. The phone is silent and the sales email inbox is barren. But your website is getting several visitors per hour, how can this be?

If your PPC campaign ads and landing pages do not jive with each other, you are going to confuse your website users very easily. Website users are dumb; not in sense that they lack intelligence, but going to a new website for the first time is a lot of information to process all at once. Users need to know what to do and how to get what they want. If you are directing users to a vague and generic landing page or your homepage from a PPC ad, chances are you are going to lose that visitor pretty quickly.

If you have to explain to a website visitor on the phone how to use your website, then your website is not easy to use and needs to be overhauled.

When building a PPC ad campaign, you must always think about it from a website user's perspective. The moment a user types in their desired keyword and lands on your page via a pay per click advertisement, they will have the following questions at any given time (more or less):

  • How do I get what I need?
  • Does this website or company have what I'm looking for?
  • If I want to contact this company, how do I do it?
  • Why should I buy from this company?
  • Is this company legit?

If you can't at the very least answer all of these questions in a short period of time, then you are wasting company time and money on a PPC campaign. Your PPC ad needs to hook the user into what you are selling and your landing page needs to sell what you are selling. If your landing page is able to answer a visitor's questions about your product(s) or service(s), then your PPC campaign will increase business tenfold. Keep it as simple as possible for your users. Your PPC campaign ads are there to help drive business to you, not drive it away.