The Importance of Effective Landing pages
It would be an easy solution for all advertisers who use paid search to send user's through onto their homepage.
It is poor practice to link to the homepage if the item that was mentioned in the ad isn't on there. If we have to make the user search around for the product they are looking for then we are more likely to lose their attention and as a result they will leave the site.
In my opinion there are 3 main areas to focus on to build an effective adwords campaign;
1. Keyword Research
2. Compelling Ads
3. Landing Pages
Once you have these first two steps in place it is then a priority to reinforce this good work on the landing page. It is no use having a compelling ad with a usp drawing in the user to then click on the link and not be able to find it. Visitors expect the content of the landing page to reflect the ad content. If not, you've wasted their time and your ad budget.
Once we have the user clicking through from the ad, we need to draw them in further along the buying cycle by producing more selling points and a call to action.
