Two clicks can be better for PPC

While many pay-per-click (PPC) campaign managers may believe that it should take only one click to complete a transaction, one industry expert suggests otherwise.

Scott Brinker writes for the ion interactive post-click marketing blog that two clicks can sometimes prove to be better than one.

He explains that a second click can allow visitors to a website to identify themselves as belonging to a particular group.

They can then be sent through to a page of content addressing their segment of the market specifically, rather than a general page serving the entire PPC campaign.

Mr Brinker adds that introducing an intermediate page with less content than a traditional landing page may also allow a bridge to be established between a brief PPC advertisement and a more text-laden final destination.

Doing so could also help to heed Mr Brinker's advice, given in a recent MediaPost article, that a middle ground exists between landing pages and more fully fledged microsites.