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PPC - Landing Pages - Subdomain

     
5:05 pm on Jul 30, 2014 (gmt 0)

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Are there any reasons why I would NOT want to use a sub-domain for a PPC Campaign in Google? Any input would be greatly appreciated. Thank you.
4:34 pm on July 31, 2014 (gmt 0)

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Branding. Attribution issues. Cross (sub)domain issues with Analytics tracking. SEO link diffusion. More...

Why would you want to do this?
8:45 pm on July 31, 2014 (gmt 0)

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Any input would be greatly appreciated.

How many people maintain page(s) made for PPC only while having separate pages for organic search - with success?
On the same note, have you been any successful with such PPC dedicated pages in getting better QS?

Thanks
10:35 pm on July 31, 2014 (gmt 0)

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I don't want to. I needed another expert opinion because my client says it's ok.

Since I don't have a mentor I thought I could get the advice here that would allow me to further explain to him why this is a horrible idea.

I'll give it another try with some more firepower. Then I'll run for the hills if I can't get through his thick skull :)

Thanks. I really do appreciate it.
10:30 am on Aug 5, 2014 (gmt 0)

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There's a lot of times that we'll set up a subdomain just for PPC and then run organic from the main domain.

The reasons can be quite varied why this can be a good strategy:
- The main site is locked down by IT; and it takes months to make changes. By giving the marketing department a subdomain (often on a different server) the company can become much more agile in creating and testing messages. These pages might be used for social or email as well.
- The main site is controlled by a 3rd party and its expensive (or almost impossible) to make changes
- The site is ecommerce template driven and doesn't support 'sales' pages or buying guides easily. In this case, you can test templates on a subdomain and if you find something that's better; then you can roll it out to the main site (with the SEO dpt blessing)

There are many more reasons; but running a subdomain can give you a lot of flexibility for fast changes or landing page testing outside of IT or 3rd party interference.
2:05 pm on Aug 5, 2014 (gmt 0)

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eWhisper, those weren't reasons to do it (or that make it a good strategy), they were situations where you're forced to do it.

If IT, platform or template doesn't allow agile dev and testing, you gotta do what you gotta do. Short term use sub-doms, long term get new IT guys, platform or templating system.

:-)
2:26 am on Aug 6, 2014 (gmt 0)

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In the past I used a subdomain for affiliates they loved it because we stripped the phone number off the site.
More affiliates signed up because it was more profitable for them.

I can see that you could modify your message/offers/etc . . for ppc traffic different from you main site to maximize your roi.
Sounds like a smart move to me.
2:25 pm on Aug 6, 2014 (gmt 0)

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Most affiliate programs offer phone tracking, like Invoca (formerly Ring Revenue) attached to ShareASale, with no setup or licensing costs. For affiliates, better to track their calls and pay them (they make more) than to break the customer service flow to your buying traffic by removing your phone number.

Modified offers can be done dynamically, to maintain main site branding, and to avoid the confusion (and complaints) on return visits when they see a different offer on main domain.

I've got nothing personal at stake here, but it's my opinion, there's no good reason to do this. It may be easier at times, but easier doesn't yield better results, from ROI or branding perspective.

I've been negative enough here, all done for me. :-)

Have fun, sell a ton no matter which route you choose!
8:25 pm on Aug 6, 2014 (gmt 0)

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Heating up in here lol I do appreciate all the feedback. Sort of a melting anomaly. :)

I'm going to keep doing what I always do and not use a sub-domain for this instance. Keep it simple for my users and the rest will fall into place.
10:41 am on Aug 8, 2014 (gmt 0)

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RhinoFish - I guess there are times when I don't think of it as being forced to as with a subdomain you can be very creative very quickly; just try new things; etc.

With a regular domain, you often need to implement changes, then go through full QA, then deploy the changes. It's not that the dev teams aren't responsive, its that the site has a lot of moving parts, and when you make a subdomain in some of these cases, its a win for everyone. If changes aren't good; then you aren't wasting dev/QA time on something that's not long term, etc.

While there have been times that we've done it to get around problems; there are many times we've done it just for the flexibility or marketing controlling the experimental environment.
 

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