At our agency, we see it happen all too often. Once a company has been convinced that paid search advertising is the way to go (which we all know it is) they go and figure out their budget, their keywords, and suggestions for ad copy. But they all forget 1 key area every single time. In fact they miss the key reason you should run a paid campaign in the first place: to drive traffic to your website.

That area that they all forget is what happens once the searcher gets past the engine, and arrives at their website. They have reached the first objective of the campaign, the user felt that the ad was the best answer for their query. Whether they complete the next step of either staying or leaving, the key factor is the landing page. Unfortunately for most businesses, they take an existing page (*sic* the homepage) and use that to channel the traffic.

Below I plan to outline just 3 key reasons why you need specially designed landing pages: continue reading »