One of the biggest mistakes people make when improving on CTR’s (click thurs rates) on their PPC (pay-per-click) advertising is they forget to match the landing page to their AD.
I am ALL for split testing and trying to improve your AD’s as long as you remember to keep your landing page congruent with your AD.
For example: (not real ADs, just for demo purposes)
AD 1: (CTR: 3.2%)
Divorce Lawyer Vancouver
Easy, Affordable, 100% Guaranteed.
25 Years Experience With Divorce.
www.EasyDivorceVancouver.com
Ad 2: (CTR: 5%)
Divorce Lawyer Vancouver
We’ll Have You Divorced in 60 Days
Via Mediation or It’s Free! 1 Flat Fee.
www.EasyDivorceVancouver.com
Two totally different AD’s. Both Adword’s ADs have great click thru rates in this example, but they each are offering two different things. One is offering a ‘general divorce lawyer practice’ services and the other is offering ‘divorce mediation’ services. So if you send traffic from AD 2 to the same landing page for AD 1, it will not convert as well because of the landing page is not congruent with the AD.
If you immediately want to improve your conversions remember to make your landing pages support your AD. So when you are split testing ADs you may need to offer two different landing pages to support each AD.
