Referring URL Inside of Your Ad Copy
TIP: Make sure that your referring URL from your pay-per-click ad lands on a page that is completely relevant to the copy used in your ad.
One of the most common issues that I see when auditing pay-per-click campaigns is the referring URL inside of the ad copy goes to a page that has nothing to do with the ad. Most often, the ad may be great and click through rates may be very high, but very few conversions are actually transpiring. We have all clicked on a search result that we thought would take us to what we were looking for only to find that the page instead tries to sell us something completely unrelated. I see a lot of referring URL’s going directly to the home page, which is complete and utter devastation in any ad campaign. Avoid this at all costs.
Remember, your users already have a want, or need, in mind when they clicked on your link. The ad copy sparked an emotion for the user to want to ‘see more.’ You run the risk of confusing the user with an index page, as opposed to a page that has an image directly tied to the emotion of that user. The more specific the image and copy of that landing page, according to what was written in the ad, the more your chances increase for conversions.