You can never get enough pay-per-click tips. Today’s involve landing pages. When people start off making ads for Google and Bing, they almost always redirect people to the home page. This comes from a natural extension of banner ads and even physical ads. In this case, you want to build brand awareness and drive people to your site. There is a problem with redirecting them to the home page. When they are on Google or Bing, they aren’t being interrupted to go some place or remember a brand name. Rather they are searching for something specific.

Therefore in order to not only give the customer what they want which is an answer to their search, but you also increase your quality score with Google and may pay less per click because you are providing a better search result. The only exception to the home page rule is based on your brand name. If someone googles your brand name then you should send them to the homepage and you should definitely bid on your brand name.

For other searches you should take some time to think about your industry. For example if you sell both corporate interior design and home interior design, you should have two separate webpages. Each product should then have a separate ad group (a subset of a Google and Bing Ad Campaign) that has separate keywords like “home interior design”. Once you have the words set up, the ad you write should redirect to that specific page. It may take a bit more time to set up the separate ad groups and multiple ads but it will be worth it in the cost savings and the quality of traffic coming to your site.