What is a landing page and who ever heard of a microsite? Well, if you’re running Pay-Per-Click (PPC) advertising or are about to, you should be able to answer those questions. One of the advantages of running PPC ads is that you can target your ads to specific customers. You can select the geographic area where you want your ads to appear and even target specific demographics. When you write your ad title and copy, you can carefully select targeted keywords and bid on keywords based on buyer-intent. So, why would you send someone who clicks on your ad to your home page or some other page that currently exists on your site? If you’re investing money into pay-per-click advertising, why not take it one step further and create a customized landing page for each ad campaign?
In my previous post, I talked about PPC advertising campaigns that I ran for a product that targeted a very specific niche target market – virtual tour photographers. Actually, I was able to refine that niche market even further and segment it into two specific types of customers. One customer was the professional photographer who already owned a DSLR (digital-single-lens-reflex) camera and was looking for a new service to add to an existing photography business. The other customer was the amateur photographer who wanted to start a home-based photography business.
Different Customers = Different Ads = Different Landing Pages
I was targeting two entirely different customers with different product bundles. The customer needs and product benefits were unique to each group. I set up two specific Google AdWord campaigns and created two different landing pages. Each landing page actually brought the website visitor to a new “home page” in a sub-directory of my main website. The professional photographer who clicked on an ad that targeted professional photographers landed on a page that they could identify with. Conversely, the amateur photographer landed on a different page that was tailored specifically for their needs.
Landing Page Targeted to Professional Photographers
- I created a sub-directory in my domain called photog.
- I created a new index page in this sub-directory to be my home page/landing page for my PPC ads that targeted professional photographers.
- The title of my new index page was “Photographers Make Money with Panoramic Photography”.
- When someone clicked on my PPC ads that targeted professional photographers, they landed on a page that included copy that closely matched the text in my ad. The entire copy that I used on this page targeted professional photographers.
Landing Page targeted to Digital SLR Camera Owners
- I created a sub-directory in my domain called camera.
- I created a new index page in this sub-directory to be my home page/landing page for my PPC ads that targeted digital SLR camera owners.
- The title of my new index page was “Make Money with Your Digital SLR Camera”.
- When someone clicked on my PPC ads that targeted digital SLR camera owners, they landed on this page.
- The content that they saw included copy that closely matched the text in my ad. The entire copy that I used on this page targeted digital SLR camera owners.
What looks simply like landing pages are actually microsites. Each page contains everything I need to convert a website visitor into a customer. Neither of these pages contain a navigation menu. Additional pages with more information are available by clicking on graphics or links that open new pages. There’s access to a contact-us page, sample tours and (on the microsite for DSLR camera owners) access to sample website templates for a photography business. Each page has a buy-now button where the visitor can select from one of two bundled packages and make their purchase.
Questions? Comments? How have you used PPC ads for yourself or your clients? Are you using PPC advertising as a marketing channel for your eCommerce website? As always, I’d love to hear from you.