I have a website that ranks in search engines and even makes a little money from them. however, the visitor/sale conversion rate is pretty low (slightly above 1%). as we offfer various types of widgets, the landing pages we promote are a sort of hubs showing ways to certain types of widgets. so we have a search panel, where user can set their rerquirements and we have links to various categories: cheap widgets here, luxury widgets here and so on. that type of page we promote for the SERPs. also, promoting general pages saves us money that we would spend on promoting each category. may sound a bit stupid but from our calculations that is the right way to do it at the stage we are now. I tried promoting my general pages with Adwords but they do not convert properly (not even 1% conversion rate). I guess that is because the pages are too general and visitor clicking my paid ad and wanting to buy quickly is lost and leaves my site. I want to try building a new landing page for my Adwords visitors but would appreciate your thoughts. So the question is: what does a perfect landing page for PPC look like? I guess that if the user searches for "cheap widgets" my landing page could be just a list of all cheap widgets I offer. But that does not sound a good idea eanough. What are your thoughts conversion gurus?
Normally PPC programs convert better compared to ussual visitors and if you have 1% for these visitors you have a site that you can use PPC with. Regarding the landing page - you already know the rule: it is a very important that the landing page go directly to the product or something very related to the keyword or to the ad that the customer clicked. matching example rule of success: The same text found in keyword must be in ad text and also in the landing page - no navigation to find it. To make it work there is 2 methods: you can select the landing page by the ad destination url, or select the destination url by the keyword: keyword ** destinationURL luxury ** http://www.mysite/luxury buy widgets ** http://www.mysite/widgets books ** http://www.mysite/book cheap books ** http://www.mysite/book best books ** http://www.mysite/book electronics ** http://www.mysite/electronic