Hello all! This is my first post on any SEM related forum, but I have been doing SEM for about 5 years. I feel like I have a decent understanding of most of the core concepts of PPC but was recently thrown for a loop.
It has always seemed logical to have a landing page with a clear CTA and promo that is relevant to the search, in order to gather conversions.
Recently, reps from many of our publishers have reached out to us, and offered some help in optimizing our campaigns among other things. While I understand these folks are in somewhat of a sales role, all of their insight and help is appreciated although I was confused by one of the recent 'optimizations'.
Many of the ad groups that were previously going to a promo page, and gathering conversions are now pointed to what I would call 'content' pages on our public site. The only CTA on these pages are not predominant and are simple 'contact us' type forms.
when I asked why this was, I was told because the new destination URLS are more relevant. Before, my promos were industry specific but not specific to the actual search. The new 'optimized setup' is not gathering any conversions.
It might sound like the obvious solution would be to go back to my previous setup, but I wanted to get feedback before changing multiple campaigns / ad groups back to how I had them and going against advice from a trusted source. Even if they are just trying to increase spend, thy must realize my CPA will skyrocket so it doesn't make sense to me.
Do any of you direct paid traffic to text heavy site pages about your solutions if you dont have a relevant promotion or offer? I would think that it is still better to promote something less relevant if the search term has qualified them.
Thanks for reading, any feedback is appreciated!