Oli Gardner from Unbounce brings us this great infographic that shows you why you should not send paid clicks to untargeted pages like your homepage, product page, or registration page. These pages have poor message match, too many interaction points, and not enough information specific to what the potential customer was looking for.
Not only that, but all of those things can also contribute to a lower quality score for your PPC ad – Google uses the content behind the destination URL to help determine whether you’re sending traffic to pages that will help them with their search. And when you have a lower quality score, you pay more for each click. AND when you consider that those clicks are less likely to convert, you’re practically throwing money out the window.
There’s also a wicked blog post with the infographic that goes into more details about why your quality score is lower when you send traffic to your homepage, registration page, product page, or shopping cart page. Oli manages to work in a metaphor with a ninja and throwing stars – if nothing else, go read the post just for that.