PPC advertisers often send users to their homepage. This is usually a big mistake. Have you ever been searching for something specific, say a diamond ring, and click on a PPC ad only to be taken to the homepage of a jewelry store? Then you have to search the store’s website for diamond rings. Why didn’t the PPC ad take you to the jewelry store’s page with diamond ring? Probably because the person setting up the ad did not know better or was too lazy to set it up.

When setting up PPC campaigns, always try to link your ad to the page on your website that most closely matches what the user is looking for. Don’t frustrate the user by making her start her search all over on your website. It takes more time on your part, but is well worth the effort.