Fresh, informative content weighs heavily on Google’s ranking algorithm. So do lots of back links, which is also driven by strong content. As a result, organic search results are heavily skewed toward links to information. These results can drive huge amounts of traffic, but information-seeking traffic doesn’t translate into revenue. It has a low commercial intent.
For example, I once managed a site that received more than a 100,000 unique visitors monthly, but generated less than a thousand dollars from that traffic. The organic traffic was important for attracting and engaging potential customers, but not so great for driving immediate revenue.
Paid search results generate a different kind of traffic. The volume is dramatically lower, but revenue impact of the traffic is much higher. In fact, over 60% of users with an intent to purchase click on PPC ads. This is true even when users are presented with a wide array of organic search results (Zero Gravity Marketing). PPC traffic has a high commercial intent.
A good marketing strategy should generate both types of traffic. A strong organic strategy builds long-term trust, while a strong PPC strategy serves uses ready to buy.
Many digital markets read this particular statistic, place some ads, and consider the job done. But they’ve really only halfway there. If you send paid traffic to a generic landing page or (worse, but common) to a home page, you are effectively forcing them to search again for their product by sifting through the site’s navigation to find what they were looking for. Many people couldn’t be bothered, and bounce before they buy.
That 60% statistic is only valid if the PPC ad linked to a relevant landing page. To convert paid traffic into customers you must build a landing page that provides relevant information and a call to action.
Sometimes a digital marketing knows this, but stop short of landing pages because they are such a hassle. You have to find IT resources available to build the pages, and then you have to test each page. If you work on a site with a large and frequently changing inventory, this can seem impossible. After all, a job half done is better than nothing at all.
But there is a way. The answer is not to build these pages ahead of time, but automatically in response to incoming traffic. And you can do it all yourself, quickly and easily, no need to bother the IT folks at all.
Dynamic landing pages are a special type of site template that includes placeholders that are automatically filled with the appropriate search terms and call to action. Using them, you can define lots of ad groups across many campaigns, and create a single landing page that effectively serves them all. And you can build them yourself directly in your PPC campaign management tool, automatically and effortlessly coordinating campaigns, ad groups, keywords, and landing pages.
Join SEMrush and PPC expert Matt Macchia, founder of Clickedon.it for a webinar on why dynamic landing pages are important and how they work on Thursday, July 21 at 2pm EDT. Click here for more information and to register.