Pay-per-click costs are rising. Read any news and you’ll hear “doubling and tripling” of bid costs across the major search engines. This coupled with a shortage of qualified supply makes the environment rich for hyper-competitiveness even within niche markets.
How do you compete in a hyper-competitive bid market?
You compete through employing…“Landing pages”.
A landing page is a web page or group of web pages (i.e., microsite) developed strategically for high relevance with a specific keyword or keyword theme. The relevance is determined by the search keywords associated with your paid search campaign, such as:
- What is the visitor’s intent when using a particular keyword?
- Is the keyword relevant to what you have to offer the visitor?
- What does the visitor expect to find by clicking through your ad?