The Pay Per Click High Street

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April 23rd, 2008 by Mike

One of the most important things to consider with your pay per click campaign is the landing page. It is imperative that your landing page delivers a clear message to the user that what they are searching for you can provide.

The analogy that I like to use is comparing it to your high street shop. Imagine walking into a shop that was cluttered and messy. You weren't able to find what you were looking for or anybody to help. The first thing you are going to do is leave the shop and go down the road to one of their competitors. Your shop needs to be clean and tidy, easy for people to walk around and find what they are looking for, assistants there to help should the customer require.

These all apply to your website and to your pay per click. To get the most benefit out of your pay per click campaign your landing pages need to be effective. You have to make life as easy for the user as possible; the harder they have to work to find something the higher the likelihood of them bouncing away from the site. Deliver your message clearly and concisely, tell users what makes you different and why they should choose you. It is very important to have highly visible contact details running through the site, even have a contact form on every page.

Of course, landing page content differs depending on what you’re advertising. However, whether its and e commerce site looking to make a sale, or a brochure site looking for enquiries the principles are still the same.

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