A perfect landing every time. Many people think a search campaign should simply point people who click on the ad to go to their home page. This is fine if what you want to do is build your brand, and attract unique visitors.

But in most other cases it is a bad idea.

A searcher, by definition, is seeking precise knowledge about some particular term. Let’s say someone’s looking for a “cheap air ticket to London” - and you have an ad with a similar headline pop up on their search result. When they click on it, they’re likely to be disappointed, if not frustrated, if they’re taken to a corporate home page of an airline.

It would be far more effective to point them to a “landing page” that’s customised to the search – either a page specifically with information on cheap flights – or better, on lowest prices to that destination.

Further, if you’re looking for leads and not just visitors, it may backfire to send people to a site with many links that are irrelevant to the term searched where the visitor can ‘get lost’. We understand how to create compelling “walled garden” environments where the visitor’s query is answered and their conversion to a “lead” is encouraged.

At Pinstorm, we’ve spent a lot of time creating what we call our “PerfectLanding” technology that points users to either a static or dynamically generated landing page that is designed to answer the query the user searched for and capture a lead – in real time. We also test different landing page designs in parallel to build a better-performing search campaign over time.

We work hard to increase conversions on landing pages, and we host and manage them on a turnkey basis, integrating them with the look-and-feel of your site.

It’s not enough to just pick more effective words, better-priced bids and well-written ads, but also to convert the visitors generated from all of these into more leads, online actions and sales.