We get asked this question often from our clients: “Can we direct our advertising traffic to our website?” Our answer? It’s more advantageous for your company to send your hard-earned online advertising traffic to a landing page that is optimized for the sale. Below you’ll learn the three reasons why and we also answer if running a pay-per-click campaign improves your ranking on search.
Your Website Is Like the Grand Central Station
Think about your website as being similar to Grand Central Station in New York City. When you go to Grand Central, you see lots of different hubs, lots of different trains, and several different platforms – things that are very distracting for first time visitors. Your website is just as busy; you have a lot of pages, buttons, links, and information that can be overwhelming.
All of this information is necessary on your website, but it can distract people from taking the action you want them to take. Your website is designed for everyone, your landing page is focused on closing that deal. Think of how many leads you’re losing if you are sending your leads to a homepage.
People Have The Attention Span of a Goldfish Now
The attention span of the average person has dropped four seconds; we now have a shorter attention span than a goldfish. (They’re blaming smartphones.) Having a page which is singularly-focused, with all distractions removed, is integral to your marketing campaigns. If a new visitor from your ads is on your homepage where there is 13 different links, only about four of which are practical for new business, you might just delay that conversion or stop it from ever happening in the first place.
You want to direct the attention of your visitors to one specific “call to action.” That call to action can be a form they submit to request more information or a phone call they make to you. Many people ignore this, but if you don’t have a call to action on your page, people won’t know what to do.
Determine Your ROI Easily
Another important reason to have that dedicated landing page is data accuracy. You want to be able to keep your organic search traffic separate from your paid search traffic. This tells you what you’re paying for leads in total, how much you’re spending on each lead, and what you’re getting in exchange for that investment. It helps you understand the exact return on investment that you are getting from your ad campaigns.
Does Directing Your Ad Traffic to Your Website Improve SEO?
Although directing ad traffic to your website will increase website traffic, does it help you rank higher in organic search? It’s another common question that we receive from clients, and according to Google, Adwords has no impact on your organic search ranking. Google maintains a strict separation between listings on organic search and advertising.
We have helped many property management clients around the world generate leads through advertising, so much so that Google has officially recognized us as an official Premium Partner. If you have any questions about landing pages or paid advertising for your property management company, please contact us at Fourandhalf – Internet Marketing for Property Management Companies.
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