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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 44. Creating new PPC search landing pages

Are you trying to sell to your customers from your headquarters? If so, you’re shortchanging your customers—and yourself. Imagine that you—a potential consumer of products or services from the Gap, GE, Citigroup, and Verizon—have walked into the headquarters of each firm. Your experience would be vastly different from that provided by a selling environment painstakingly designed to cater to your needs while moving you toward eventual purchase. If such environments are well-designed, they’ll offer just the right amount of information in both retail and B2B touch points.

Yet many SEMs use their existing sites to sell to searchers along with everyone else. Each searcher has a unique set of ...

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