The landing page is the web site that a user is taken directly after clicking your ad. Are your PPC clicks going to your home page, or are they being directed to a landing page that is related to the keywords the customer used to search. If a customer typed in the keywords “2010 Dodge Ram” and clicks on your ad, do they get sent to your home page? Or do they get sent to an informational page with pictures, specs and videos of the Ram (or at least your Ram inventory)? Consumers expect to see information on what they searched for as soon as they click your ad, if they don’t, 70-80% will leave your site immediately.
A poor landing page influences more than just bounce rate. The Quality Score also suffers. Qualify Scores can influence how much you pay per click as well as how high your ad can rank on a page. So a good quality score means lower price per click and higher ad rankings and vice versa.
Part of your quality score depends on the quality of your landing pages. Making sure your ad copy and search are relevant to the details on your page is vital. So making sure your landing page is what the consumer was searching for is important. If a user query is for a particular car, take them to that car. Don’t make them look, because the only place they will be looking is the back button.