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Dedicated Landing Pages – More Harm Than Good?

Dedicated Landing Pages – More Harm Than Good?

It is common practice for a PPC campaign to be directed to a dedicated landing page; something that is concise, engaging and strongly optimised for conversion. But is this “formula” the best route to take and does it guarantee a successful PPC campaign all by itself? Well, no. In fact, dedicated landing pages could be doing your campaign more harm than good. Often times a dedicated, standalone landing page will have lower conversion rates than a primary website. You may have experienced this yourself and wondered why. Let’s take a look at a couple of typical and common scenarios and how they negatively affect conversions.  Redesigning and relaunching rather than listening to your audience Many businesses go through a phase of change. Whether it’s changing an offer, targeting a different demographic or introducing new services, options or features. It’s often during this time that business owners will go into full renovation mode, and this is reflected in online material, including landing pages. Said landing pages are tweaked, changed and reviewed multiple times until they are in line with the new vision. Then realisation sets in when the published content doesn’t perform as well as expected. The problem is that ‘new […]