PPC conversions 'can be upped with deep links'
Visitor Conversion
04 March 2009
Internet marketing executives would do well to make good use of deep links in their pay-per-click (PPC) marketing campaigns, according to one expert at Microsoft.
Simone Schuurer, retail search media analyst for Microsoft UK, said on the Microsoft adCenter Blog for Advertisers that deep linking could be particularly beneficial for PPC marketers who experience high click-through rates and low conversions.
Linking to the most relevant landing pages can help to avoid the issue of web users quickly leaving a site because they cannot find what they are looking for, she remarked, going on to add that deep links can result in the faster approval of PPC keywords.
Ms Schuurer stated: "Good websites offer specific product information on each landing page and providing deep links will almost always result in more conversions."
Deep linking is also good for website usability, according to web design specialist Jakob Nielsen.
He suggests that high usability can translate into an increase in sales of up to 100 per cent.
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