When purchasing your traffic, it is important that you get the best bang for your buck and your prospect is landing where they should!
If a prospect is searching for DIESEL PUSHERS, they want to land on a page all about Diesel Pushers NOT on your HOMEPAGE. If they searched for a Diesel Pusher, that means they are smart and need to land on a page that shows them all the coolness your dealership offers.
Your marketing company is more than likely pushing your PPC campaign to your homepage, so dollars wasted. You need to build landing pages so your traffic is targeted and you are delivering what consumers are searching for. ASK THEM where the clicks are pointing to. If you don't have destination pages, STOP YOUR CAMPAIGN until you do! Commonly, marketing companies focus is on driving traffic to your website so they can report volume. It should be focused on the number of pages clicked and time spent on the website.
Well planned destination pages will intrigue your prospects. These pages should educated your visitor and continue to feed them with the information they are looking for. Consumers are savvy and fast and if you don't slap them with tons of opportunities and information they will move onto the next site and the next until they do. Landing them on a page with the information they're looking for will prompt them to stay on your site and click through resulting in a lower bounce rate.
The first challenge is getting consumers to your website. Once you do, DON'T RISK LOSING THEM. Be selfish with your website traffic and hold onto them as long as you can!
LANDING PAGES are the most important part of setting up your PPC campaign. Your landing pages should be well planned. Some examples of what your landing pages should have: