When buying PPC

[CLTMichael]

Should you send them to your regular page or a landing page with IDX and capture capabilities?

[RonnieG]

Never send PPC clickers to your "Home" page, always to a community specific search page, preferably with "instant gratification", meaning home search results on the landing page. Lead capture is a site-wide and IDX functionality issue, not PPC specific. See other areas on the forums for better discussion of various lead capture techniques / strategies.

[Ryocheck]

Good tip, I need to change this. Right now all of my PPC is sent to my homepage. What type of difference do you see in leads by sending them directly to your IDX page?

[RonnieG]

I send them to one of 20 community specific landing pages, depending on the community name in their query, with instant search results for that community, not just the IDX page. Results? It varies, but always better than just to the home page, which gives them nothing but a lot of menu options to select from. That's also why I focus SEO on interior community pages, not just the home page.

[Bhamhomes]

I send them to one of 20 community specific landing pages, depending on the community name in their query, with instant search results for that community, not just the IDX page. Results? It varies, but always better than just to the home page, which gives them nothing but a lot of menu options to select from. That's also why I focus SEO on interior community pages, not just the home page.

Ron - That makes a lot of sense. All this time I've been sending all my AdWords leads to my homepage. I'll just have to re-think this now and make some changes as well.

[jamesww]

Never send PPC clickers to your "Home" page, always to a community specific search page, preferably with "instant gratification", meaning home search results on the landing page. Lead capture is a site-wide and IDX functionality issue, not PPC specific. See other areas on the forums for better discussion of various lead capture techniques / strategies.

To add to Ronnie's statement here I would like to note that using forced registration after the first page of search results on IDX works really well. Also have the landing page the click comes from be a search result for what ever zip or city they were looking for when they noticed your add.

[jamie_g]

Don’t send your PPC traffic to your web site’s home page, because 95% of the time the home page will generate terrible conversions. Why? Because usually it’s just not relevant enough to the keyword your visitor searched on. In other words, if the searcher types in “blue high heel shoes” don’t send them to your home page with many shoes. They don’t want any shoes, they want a blue high heel shoes!

So, when you create a pay per click campaign, you send your customer exactly to the place of product or service they are looking for.

[Joelrunner]

I discovered RonnieG's advice completely by mistake about 5 years ago.

By mistake, instead of linking to my "pretty, but full of distractions and extra clicks homepage," I pasted an internal link into my ad (back then it was "GoTo.com"), and conversions increased by 22%.

It was like finding money ;-)

[Mitch]

RonnieG is correct. I always talk about having community or city related landing pages. Sending clicks to your homepage will have your visitor trying to figure out where they need to go. We send our leads to a city specific search page so they can do their search...which of course generates leads for us. Our lead capture can be as high as 30% on any given day but it usually hovers around 14%-16%.

On Thursday I'm doing a webinar on capture pages that I am opening up to the public. Usually these are just for membership. If anyone has any interest in attending, drop me an email at mitch@ehomesrealtynetwork.com and I will be glad to register you.

[jaschoenly]

Isn't anyone capturing lead contact info on front end? I would rather tick some people off and lose some traffic but get contact info. Can't do anything with someone who just plays around for a while. I offer a free report or something else of value other than a list or listings. Have had landing page conversion as high as 75-80%