Your landing page hamster is dead

You’ve got a great little search engine advertising gerbil. All day long, it spins on its wheel, trying new keywords, new ad copy, new targeting options — the faster it spins, the more clicks you get.

Clickety-clickety-clickety. Look at it go!

But then you have your landing page hamster. It hardly spins at all. Most of the time, it just lies there asleep. At least you think it’s asleep. It doesn’t change, it doesn’t play with new ideas, you probably haven’t fed it in days. It might actually be dead.

For all the whirling clickety-clckety of your search advertising — spinning off clicks — most of those clicks are falling to the bottom of the cage, unattended by the inert landing page hamster.

Okay, end of the rodent metaphor. (Rats!) But two questions:

1. How many changes to your search campaigns did you make in the past month?

2. How many changes to your landing pages did you make in the past month?

If #1 is greater than #2, that’s a clear warning that your landing pages are probably falling out of sync with your advertising. Time to get a new hamster for the other half of the PPC effort continuum.

Comments

[Jeff Ogden]

Good analogy, Scott. As they say, "A picture is worth a thousand words"