Target Your Landing Pages

Internet marketers often speak of “targeted traffic”. Here is an example of what they mean:

Let’s say John Q. Searcher wants to train his dog some basic tricks. He is ready, able, and willing to search for and possibly purchase a product online in order to learn about dog training.
Where does he begin his search?

Does he go to a free classified site? (Do real buyers EVER use those sites?) Does he search Craigslist for this kind of info? Not usually. If John is like 99 out of 100 people, he will start and end his search using a search engine.

Plus, there is about a 90% chance he will use either Google or Yahoo's search pages.
If John is the average online buyer, he will go to Google or Yahoo and search for “dog training”. He finds a site, usually always on the first or second page, and then visits it.

THAT is what targeted traffic is all about! A website owner couldn’t ask for any better traffic!

Because of the trust factor, traffic from Google and Yahoo searches is very good quality. 
Generally, the landing pages Google and Yahoo show for specific searches are, by default, hight targeted. Many site owners using AdWords or other PayPerClick methods often make a huge mistake in this area. They may get highly targeted traffic in the beginning with the click, but then drop the ball on the next step.

When John clicks on an AdWord about “Dog Training”, he expects to land on a page which has the EXACT information or offer he is looking for.
For example, John may see an ad which catches his eye and clicks on it. He lands on a cool looking page offering an eBook which looks exactly like what he is looking for…WHAM, out comes the credit card!

On the other hand, John often will click on an Adword ad which takes him to the home page of large site about dogs. Yes, somewhere on the site, if he looks for it, he may find what he is looking for. However, the site owner is very likely to lose the sale in this case.

The landing page the ad sent John to MUST be highly targeted to exactly what he was looking for. When targeted traffic lands on a targeted page, sales are much more likely!
If you are using AdWords to send traffic to your site, be sure each specific ad sends visitors to a page made SPECIFICALLY for that offer!

IMPORTANT: Do not send visitors to your home page and force them to search for what they are looking for!
If you don’t have a specific landing page created for your specific offer, create one!