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How To Save Your PPC Campaign From Crashing and Burning
Airline runways are smooth. They're smooth for a lot of reasons, not the least of which is to ease the transition between gliding through the air and barreling down a concrete slab at 150 mph. Seriously, would you want to land on a rocky, uneven, unpaved runway? Probably not, because the chances that you'll make it thru the experience are pretty slim.Believe it or not, your Google pay-per-click campaigns are exactly (well, a lot) like the airplane landing described above. Homebuyers and sellers who are searching Google for real estate in your area are the passengers on the plane. The runway is your landing page. If your landing page is well designed, well maintained, and provides a smooth transition from Google to your website, your passengers (aka visitors) will make it thru the process and are more likely to safely deplane (as in convert). If your landing page is rocky and rough, your passengers are not going to make it thru to your website. 9 times out of 10, they'll glance at your runway and quickly decide to try a different, smoother runway elsewhere (as in your COMPETITOR). And the 1 in 10 that does try your runway, well, let's just ... more

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