Pay-Per-Click advertising on sites like Google and Bing can be an incredibly valuable way to capture the attention of potential customers and generate leads. But, they can also be a huge waste of money.

So, how do you make sure your PPC efforts fall into the first category? The truth is that, in most cases, the success of your PPC campaign doesn’t have to do with your specific ads as much as they do with where you’re driving the people who click on your ads.

One of the biggest mistakes a business can make with PPC advertising is not having an intentional strategy behind the landing page they’re actually driving people to.

3 Secrets to Grow Your Business with Pay-Per-Click (PPC) Advertising

Here are three ways you can optimize your chance for turning PPC visitors to customers by driving them to a landing page that converts:

1. Don’t drive customers to a generic homepage.
People click on your PPC ad for a reason—to find an answer to their specific problem. This is why driving people to your website homepage without considering the specific challenge they’re trying to solve is PPC malpractice. Unless your website homepage is incredibly detailed about how you solve their specific problem, driving traffic to your homepage is one of the easiest ways to waste money on PPC advertising, which leads to our next tip.

2. Provide personal, relevant, and timely information.
In order to maximize the potential ROI of your PPC advertising, consider the journey your potential customer is taking from the keyword they search to the questions they’re asking as they scroll through your landing page. Make sure the message you’re sharing matches the intent of their search and the message they need to hear. And, in an increasingly mobile world, consider the device they’re using.

3. Make it easy for customers to take a next step.
You’ve gotten customers to click on your PPC ad. That’s great! But, that alone won’t generate new business, unless they actually take a next step. Making it easy for them to know what to do next is critical. And remember, they just searched a few seconds ago…so don’t ask for too much in the first interaction.

If you want to throw your marketing dollars down the drain, invest in PPC advertising without thinking through the customer experience once they actually click through on the ad.