Destination URL Allocation
Whether using a main portal or a specific campaign site; we spend a great deal of time and effort ensuring that we deliver PPC traffic to the most relevant content within the site.
Other than brand and top level generic keywords, we avoid delivering traffic to the front door of a site. This forces visitors to navigate through the site to find the information or product they are looking for, which in our experience impatient users are reluctant or even unlikely to do.
As a result of our campaign structure and keyword taxonomy, which is generally linked to the structure of the website, we have very tight and focused ad groups allowing us to systematically allocate the most appropriate and relevant destination URL’s to each individual keyword.
We use Jellyfish tracking URL's which are managed through our proprietary URL administration tool; this means that once a URL is allocated to an individual keyword within the search networks, the actual landing page on the campaign site can be changed in the URL administration tool subsequently preserving the benefits gained from its history.
