Search Engine Marketing: Missteps to Avoid

Paid Search Misstep #2: Sending traffic to the home page. “What makes more sense? Sending searchers to your main page when they click on your ad, or sending them to the product page that contains the keyword they used in their search?” asked Lee. The landing page should be relevant to what the searcher wanted to find. While it probably won’t affect click-through rates, it should have a positive effect on conversions from those click-throughs, he said.