Should I direct Adwords to my home page or product overview page

What provides the best ROI.

[lgn1]

Ooops "that should read 'what provides the best ROI, not CTR"

All these years, I have been directing my adword customers to my home page.

In our market customers will most likely be interested in buying several items from the full range of products that we offer. Our home page has a general listing and links to our pages with specific products.

Or will I get better return, if I point the customer to the specific item or class of item they are interested in buying. (ie if they search for blue widget, send them to the blue widget product page, instead of the home page that has the general widget classification).

By directing the user to the home page, im saying this is what we have to offer. If i direct to the specific product page, the customer has tunnel
vision. Or does the customer want to get to the specific product in question with the minimal number of clicks?

[Shak]

some testing should reveal the facts :)

personallY I used to deliver all traffic to the home page of our site, as we were in the process of building a brand etc etc, and even dropping traffic direct to product page did not improve ROI.

suppose the key thing is to have at maximum 1 click away to product page from landing page....

Shak

[percentages]

I would drop them as close to the "pay me" page as possible. They don't want you, they want the widget they are looking for......give it to them ASAP and most often they will respect you with kindness and $$$.

[Robsp]

Make specific "landing pages" for every product or even adgroup. Make sure that users can do the desired action on that page and ROI will rise...

[canuck]

I would even make special pages just for Overture/Adwords just to take all the SEO junk out of them and focus solely on the visitor... be sure to block them in robots.txt/etc though.

Tis sad... I know I should ONLY every worry about the visitor and not G/etc! ;)

[eWhisper]

Directing them to the specific page has a higher conversion chance for that particular product.

Directing them to the home page (according to your post) seems to have a higher chance of them buying more products, but odds are, it will have a lower conversion rate as they now have to look for the product they wanted.

Do you prefer less sales with a higher profit/sale, or more total sales at a lower overall customer spending?

I think making individual pages for products which have the following is the way togo:

1. Information about that specific product - less chance to have them immediately leave the site.
2. Links to related/complementary products, increase the chance of them buying more than 1 item.
3. Quick checkout for that product - increased chance of making that individual sale.