Do you use landing pages with your E-Commerce store?

Or send them directly to the widget page?

[moderngamer]

For you PPC campaigns with an ecommerce store, do you use landing pages for your widgets? Or do you send them a category page or directly to the widget page?

For example, say someone is searching "round widget" and you sell sell round widgets, but there are several different sizes available. Would you send them to a landing page for round widgets with a link to your round widget category?

or

Would you send them to the round widget category page, which would load with thumbnails of round widgets in different sizes?

or finally

Send them directly to a specific size round widget, even though the keyword was round widget?

I'm trying to test these options, but do not receive a great amount of traffic so its tough to come to any solid conclusions...thoughts?

[cabowabo]

I only use landing pages, as the dynamic pages tend to not allow me to create a page which will get me a GREAT quality score and do A/B split tests.

[eljefe3]

I'd say do some testing as cabowabo mentions. Maybe for some products one method works, but for another product a different method works.

[ByronM]

Its a shame eCommerce sites have to building landing pages just for quality score on adwords. Too much work for little return unless you have a very limited catalog you're selling.

I quite doing landing pages unless its a co-op or branding landing - by that i mean my distributors or partners are running a large marketing push that i want to be a part of.

otherwise if you create to many landing pages you're just pushing 1-2 products and if you have a catalog of 20k products its so distracting to have different ways of "landing at your store" that may not follow your standard "look and feel"

[pbradish]

I just send them to the widget page or specific category page. We might not be getting the best quality score possible - but I think that it's still pretty good.

[pageoneresults]

I only use landing pages, as the dynamic pages tend to not allow me to create a page which will get me a GREAT quality score and do A/B split tests.

Then something may be amiss. You should be able to use the dynamics of the site without resorting to static landing pages to get the job done.

We always use the product page, always. Put the user right at the end of the click path. The only clicks they need to make are Add to Cart and Checkout. Or, Buy Now!

[lorax]

I prefer to build a custom page for the landing page. One page, the only option is to buy now. No additional site navigation, it's job is to inform the customer and sell the product. In fact, if I can put all of the purchase forms on the same page I will.