SEMpdx Search Marketing Forum

Tracking and testing issues aside, which of these two statements resonates the MOST based on your past experience.

1 – A PPC Landing Page should be unique and isolated from the website mainstream navigation and access.

2 – A PPC Landing page should be a page already incorported within the website main navigation and access.

My take:

If the content is good enough (relevant, targeted, intelligent-sophisticated-appropriate call to action) then it should be incorporated into the website primary navigation. As opposed to creating a splash-squeeze page, whatever you want to call it, that is only accessed through PPC.

If the content isn't good enough, then fix it.

-T

Tom Hale
AdWords Specialist
http://www.ThomasCreekConcepts.com/
http://www.sempdx.org/forum/

So right Syzlak

These things are never cut-and-dry ;-) I'm just stirring the pot.

Also don't get me wrong. In abstract theory you would have an appropriate landing page for each ad group if not keyword-ad combination.

The line of thinking I am following is that in today's search environment you give the searcher what they are looking for first, with content that encourages them to pivot into what you want them to do.

Content that does that should be incorporated, not isolated.

Whereas the "squeeze page" mentality is limit the searchers options and herd them into buying, subscribing, contacting – what have you.

That can irritate ever-more sophisticated searchers bigtime.

But as you say, beware generalites. Results in light of goals is the determining factor. Not pontificating from the like of me ;-)

Still – I think it is a More Info world rather than old school Buy Now world.

Obviously once the searcher has been properly impressed by the content you want the conversion action to be obvious and user friendly. But not heavy-handed.

Thanks for participating in the new SEMpdx forum!!!!

-T

Tom Hale
AdWords Specialist
http://www.ThomasCreekConcepts.com/
http://www.sempdx.org/forum/