#572 Every Ad Deserves a Destination

The marketing minute is a shorter version of the popular More than a Few Words podcast. Instead of a conversation with a marketing professional, host Lorraine Ball shares a quick tip to start you on your day as a business owner.

Google ads are expensive. So if you're going to make the investment, be sure you're ready to engage and impress visitors and capture leads which result from the campaign.

If you're driving visitors to your homepage, you're wasting your money, you've already attracted the attention of the customer who had a very specific need. They selected you because your ad promised to answer the question or fulfill their request. And so you need to build custom landing pages for every single ad.

What makes a good landing page? There are three things. First deliver what you promise, this is not a time to bait and switch. If the ad promised a free coupon, make sure that's the first thing visitors see. The second thing is focused content, your ad promised one thing so keep the rest of the content on the page tightly focused on that topic. This is not your chance to tell customers everything you do, but to impress the visitor with your expertise in that one thing. And finally, have a clear call to action, have something for the visitor to do.

You paid for them to come to your website, make their visit worth your investment.

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