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Vary The Content of the Landing PagesIf your company is trying several different promotional ideas, test which one makes the most effective landing page. For instance, you could have Ad A lead to a landing page that features price, while Ad B takes users to a page promoting your wide selection. Run the competing landing pages for a couple of weeks, for instance, and then compare your conversion data.
When you find out what type of approach your users like best, use that information to make your landing pages even more targeted and effective. Online advertising provides a very direct line between what was advertised, what was shown to the user, and whether the conversion was made. Make each step in the process as strong as possible to make your conversion rates even better, and ensure that your SEM campaign is successful. |
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