2008-05-14T18:06:31-07:00 Practical Ecommerce info@practicalecommerce.com http://www.practicalecommerce.com/ Copyright 2007 Confluence Publishing DBA Practical Ecommerce http://www.practicalecommerce.com/articles/729/Pay-per-click-Advertising-Try-The-Home-Page-For-A-Landing-Page/#comment10575 2008-05-14T18:06:31-07:00

One caveat to this article's advice: Google will give a low quality score to an ad that doesn't "match" the landing page very well. This can certainly be the case with an ad that has specific product text going to a home page. Low quality scores = higher bids and worse ad positioning, so be careful.

http://www.practicalecommerce.com/articles/729/Pay-per-click-Advertising-Try-The-Home-Page-For-A-Landing-Page/#comment10032 2008-05-06T08:17:09-07:00

The only way I could see this strategy work is if the PPC search term was very general and the over all theme of the site's home page was in agreement. For sites selling more than a few products, land the visitor on the products. For our retail site http://www.CyberCucina.com we've learned that coupling the PPC terms to our site search solution http://www.CyberSiteSearch.com improved conversions since all landing pages are dynamically generated to match the PPC query. Visitors see products that match their query; nothing more, nothing less. It works.

http://www.practicalecommerce.com/articles/729/Pay-per-click-Advertising-Try-The-Home-Page-For-A-Landing-Page/#comment10025 2008-05-06T07:41:46-07:00

I think you are missing something. The autor says "what happens if the keyword still doesn't convert?" and suggests the home page. Since we can probably not build a landing page for each of our keywords in our campains, sending the keywords that do not convert to a home page would probably be a good solution and could raise conversion. It does not mean to stop using landing page.

http://www.practicalecommerce.com/articles/729/Pay-per-click-Advertising-Try-The-Home-Page-For-A-Landing-Page/#comment10024 2008-05-06T07:34:05-07:00

I think this might occasionally work in the case of sites that have a pretty high level of focus. For example, if you sell candles online, taking a visitor to a homepage might work well, but I hardly think it would do the job if you have a broad range of products. Also this article makes some pretty major assumptions about the home page in question. (You might want to review another PEC article on effective 'first impressions': http://www.practicalecommerce.com/articles/288/A-One-Second-Review/) In any case, I'd suggest using split testing (this is easy for PPC traffic, just run the same ad, but with different destination URL's) to determine the appropriate landing page (be it product page, category page, or home page). Of course, I'd also strongly recommend split testing individual pages (see another PEC article on this:http://www.practicalecommerce.com/articles/604/Conversion-Experimentation-Is-Key/) Mat Greenfield www.webleadmachine.com

http://www.practicalecommerce.com/articles/729/Pay-per-click-Advertising-Try-The-Home-Page-For-A-Landing-Page/#comment9995 2008-05-05T21:07:51-07:00

I doin't know how to say this, but you're 100% wrong. Wrong. Wrong. Wrong. Wrong. Go out and test your theory, then test some fantastic landing pages, we'll see who does better. (Hint: the well-tested, scientifically proven-to-convert landing page will demolish a home-page ppc landing) Toodles, Jack