Lead Generation - Search Engine Marketing

Should You Use Native Web Site Pages as PPC Landing Pages?

SEO vs Keyword Quality Score

One of the great things about collaborating with fellow digital marketers is the variety of perspectives you encounter. When competing opinions arise in the process of creating successful programs for a client it forces you to really think about why you are making a recommendation and to defend your position with facts and reason.

This very thing happened recently regarding a client that hired us to create and manage their paid search marketing campaign, while a second company was hired to build a new web site and handle the search engine optimization efforts.

The discussion boiled down to the following case for using native web site product pages as paid search landing pages.

  • We believe that building quality pages is the key to a proper web site.
  • We will optimize the site to rank for relevant keywords and optimize the product pages to be the best they can be.
  • We believe that paid search marketing is a temporary strategy and that landing pages are not necessary as our product pages will be awesome.
  • A couple of the paid search landing pages have 85% duplicate content and we believe that will hurt our SEO efforts.
  • We should instead take the time and effort to improve quality score using the native product pages instead of using landing pages.

Are They Wrong?

No, and yes.

Read the full article from our friends at the Paid Search Society to find out why!

Daryl
Lead generation specialist utilizing paid search marketing, marketing automation and CRM mining with a focus on performance based, ROI positive marketing and lead generation programs.
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