Isn't a product page a Landing Page?
-
Before starting a new ppc campaign, I am working on making my site landing pages Relevant. I see some ppc experts suggest separate, noindex, landing pages. But aren't my dynamically generated product pages landing pages- They have a call to action "add to basket" button, a big photo, and orignal detailed conent- prodct description - below all that. Sometimes I would like to advertise we have a broad selection of a Vendor's line- so then my natural landing page is a categegory page with thumbnail photos and the call to action is clicking the photo or product name to go to the specific product page. Can an experienced adwords person help me understand this better? Do I really want/need to create seperate ppc landing pages? What would the difference be? Thanks as ever Handcrafter
-
I would attempt to focus on the artist and display a couple of his/her pieces on the landing page. So, for each artist, your ad would be around something specific in the medium used or possibly genre of art, the landing page would potentially be a couple of specific pieces and a short bio w a call to action, etc.
Your question will be: What was the searcher's query? Artists in city X? 3D art by Y, etc. This I think is important for a PPC in such a low volume search area. (I have been collecting for years and my wife does contemporary abstract in oil and acrylics). With art, you might really explore destination advertising on the web as well. You will be the one who can decide which is best/cost effective for you.
Now, if your store were more of a furniture/art/design type store, then I would have to look at what drives people there and maybe look at what someone like restoration hardware or their new model does.Best
-
That is helpful. In our store/ gallery we have hand made items which are often a quantity of 1. So I had been thinking of using ppc to advertise the artisan- and have a landing page based off the category page. When we get a new collection in- we could do ppc ads about the great selction and what the new style is about. Does that make sense? Or would you instead do several ppc adds focusing on the individual products? Looking forward to input / ideas on this-- Handcrafter
-
Handcrafter
First, it depends on what your ad is. But, if you are advertising to sell sneakers, a specific variety, a specific sale, to a specific segment, etc. I doubt that you will want to have an ad go to the product page with: Nike-running-shoe/mens/black/372 as the url then a title, a pic, a couple of this is what it is lines and a price with a place in cart option.
If you are spending on the ads, focus on what about the ad is going to get me to click to go to the product. (Ad copy on Google ad that drives CTR)
Then, the last thing you want is to have them bounce as they saw one thing and it wasn't what they wanted. Make your ad be about a reason to stay, shop, buy, etc So, leap year day only sale, Nike Super Jumper 10% off, buy two get free shipping, IF you know that the item is hot, have them land on a full page that really shows it off. etc.
Yes, you could do it the other way, but I wouldn't. Even with our service clients, we want landing pages as opposed to basic site pages as you drive a specific need and then you fulfill that need. With our SEO, we use the meta desc. to answer the query and optimize the page. The same is happening with an ad we are just using ad copy and a landing page.
hope this helps
Got a burning SEO question?
Subscribe to Moz Pro to gain full access to Q&A, answer questions, and ask your own.
Browse Questions
Explore more categories
-
Moz Tools
Chat with the community about the Moz tools.
-
SEO Tactics
Discuss the SEO process with fellow marketers
-
Community
Discuss industry events, jobs, and news!
-
Digital Marketing
Chat about tactics outside of SEO
-
Research & Trends
Dive into research and trends in the search industry.
-
Support
Connect on product support and feature requests.
Related Questions
-
Disruption in 'Search' - Your thoughts...
Hey Moz folks, I'm in the process of getting a deck together to discuss 'Disruption in search' and I wondered if the community would be able to share any ideas of their own as to what they feel is/has/will be disrupting the search/search marketing industry? Any input would be appreciated. Thanks! Sean
Paid Search Marketing | | seanginnaw0 -
Google Giving 404 Errors to Working Pages
We have a problem that just came up out of the blue with Google, in particular Webmaster Tools & our Merchant Center. We're getting a 404 errors for 1000s of pages in both of these applications, but the pages are working just fine. Our shopping campaigns have been hit hard as many of our top products have been suspended from our merchant feed. Webmaster tools is giving us 1000s of 404 errors to product & category pages alike. But every page returning a 404 error is working. We've contacted Google and they mention that they are not getting a 404 error, but their crawler seems to be. Has anyone ever experienced this? What could be causing this? Thanks for any input.
Paid Search Marketing | | paulcorrado30 -
OK to have a modal pop-up on an AdWords landing page?
We're about to launch an AdWords campaign targeting users who are searching for hand-crafted furniture. The website we're sending users to has a large inventory of furniture, and all if it is hand-crafted. But there currently is no page on the site specifically communicating that all the furniture on the site is hand-crafted. So, rather than dump the user right into browsing the inventory, we want to put an intermediate step in place to say, in essence, "Hey, welcome, yes, we have lots of handcrafted furniture. In fact, all of it is hand-crafted. Here, have a look around." The art director on the project is suggesting that a modal pop-up would be perfect for this scenario. It would greet the user, who could then dismiss the pop-up and move into the site. I have two concerns about using a modal, though: Does a modal violate Google's policy against pop-ups that open new windows? Assuming we trigger the modal using Javascript, will AdsBot have any trouble crawling the content of the modal, such that it could hurt the landing page component of our quality score?
Paid Search Marketing | | ydop0 -
Multiple Remarketing Tag on a single web page?
Hello, I'm using AdWords remarketing, I would like to know if I can use more than a Tag on a single web page. Thank you, Cristiano
Paid Search Marketing | | cristiano710 -
WordPress PPC Landing Pages
We are looking for a solution that will allow us to create attractive and effective PPC landing pages with WordPress. We need to be able to easily create multiple pages with no navigation. Any Suggestions?
Paid Search Marketing | | CsmBill1 -
Best blog for tips on Product Listing ads
I am looking for the best blogs on Product listing ads and paid Google adwords. Let me know what you guys have for these Thanks!
Paid Search Marketing | | Gordian0 -
Same term and landing page, very different bounce paid vs organic
Hi guys, I have an 85% bounce rate on a ppc term and ad, vs a 51% bounce rate for the same term via organic. Same term, same landing page. Any thoughts why? Cheers, Jez
Paid Search Marketing | | jez0000 -
Is PPC worthwhile for a product with no search volume?
I'm working on a PPC campaign for a client who provides a luxury service. He has very little search volume in general, and there's one product that has no volume at all. I'm wondering if it's worthwhile to run a campaign for this product using the general keywords. I estimate that 95% of the population has no intention of using our service and can't afford it even if they did. For example, say we're a concierge doctor service. When people search for 'medical doctor' or 'medical treatment' they are looking for doctors, and we probably could help them, but they won't want us when they could go to the doctor's office down the street and pay a fraction of the price. Obviously I'd tailor the keywords so it would be as relevant as possible. Yay: If my ads are clear, then whoever clicks them is interested in my product, so my money is being well spent. I'll just have a very low CTR. Nay: Spend the money on advertisement tailored to the target market, both people with existing interest, and those who would want it if they knew we existed. Yay or nay?
Paid Search Marketing | | 5225Marketing0