Links to landing pages could boost conversion

When working on a pay per click (PPC) campaign, many marketers are failing to include links to tailored landing pages, opting instead to direct traffic to pages deemed irrelevant, new research has found.

Biz Report notes that the study by CrownPeak revealed that while 13 per cent of links led to the homepage of a company's site, the rest led to "irrelevant product pages" or content where no reference was made to the advertisement itself.

Furthermore, 66 per cent of marketers were found to not be making a connection between specific Christmas search advertisements and the landing pages customers are directed to from the ads.

Jim Howard, chief executive officer of CrownPeak, said the goal of the study was to see "how smart" marketers were being over Christmas with their online PPC spend.

"By driving traffic to irrelevant content or the company's homepage, marketers are virtually guaranteeing that they aren't going to convert web visitors to buyers through online ads," he added.

In an article for Search Engine Watch, Carrie Hill recently urged businesses to come up with a marketing agenda for the Christmas period, including investing in PPC to push sales all the way through the festive break.

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