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There are so many small businesses who hear about the wonder of google adwords, immediately sign-up, see a surge in web traffic, don’t see any increased sales and cancel their adwords account. Why?

If you are sending visitors to your homepage, pause your AdWords account now. You’re wasting money. What is the purpose for using PPC advertising? To sell more, right? Then we’re in agreement. The goal of PPC is NOT to increase traffic to your website! The goal of PPC is to get targeted traffic to convert – purchase something, sign-up for something, etc.

The beauty of PPC traffic is that you know exactly what the web visitor is looking for. All you have to do is give it to them. Since visitors who use different keywords may be looking for different things, it is a good idea to use different pages to target these visitors. Enter landing pages.

A landing page is either a standalone page or a page on your website that targets on keyword/phrase, maps out the next step, and gets the visitor to convert by taking this step.

If you sell something fairly inexpensive, the next step could be purchasing this item. If you sell a more expensive item or service, the next step could be a request for more information, a whitepaper download or a quote request.

Keep the page simple and to the point. Only include items that relate to the desired outcome. This could be and ‘add to cart’ button or a web form. Use headings and bulleted lists rather than long sentences and paragraphs.

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