Unless you are running Brand Campaigns (and have a good excuse to do so) you should always send PPC traffic to a targeted landing page -- not your apartments home page.
Take this google search for “Westminster Colorado pet friendly apartments” as an example.
Good News: The Ad Copy is targeting the user’s search intent.
Bad News: The Ad is not directing prospects to pet friendly landing page.
Another example, but different market, “Bouston pet friendly apartments”.
More Good News: The Ad is linking to a targeted pet friendly landing page.
Humans are lazy (okay, busy). The more hoops you force your prospects to jump through the less likely they will convert. That means fewer leads, fewer scheduled tours, fewer leases, less money.
Instead of sending prospects to your apartment homepage, drive traffic to a more targeted landing page focusing on the prospects’ original search intent.
Use a targeted landing page to market what your original ad was marketing in the first place.
Start with a small set of targeted landing pages for your most popular ad campaigns. Then compare the results. Your Quality Score should improve and your bounce rate should drop.
What’s not to like about that?
It starts with the ad that got their attention.
But doesn’t stop there.
Its frustrating to click on an add and then be directed to a generic landing page.
Today, prospects expect the online experience to be personalized.
Delight your customers with a post-click experience that matches the ad they clicked on.
Until now, this level of personalization has required manually creating unique landing pages to match all the possible personalization your customers are expecting.
If you are sending your customers to a generic apartment home page, then you are losing customers. Today, prospects expect the online experience to be personalized.