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marketing dept want to bid on keywords in goto and have the listing link to a promo page that is offering a whitepaper or a cd (the page is simply a blurb and a graphic). so, i guess it is kind of like listing a banner on the goto serp. I'm screaming and saying "bad, bad idea" and yet no one is listening.
how do you guys feel about goto listings linking to an offer page and not an information page?
I think this is the next progression in the PPC model. I don't like it, but if you're in that market -and the engine's editors accept it as relevant- then I'd say do it.
ebay certainly hopes so.
It'll be interesting to see if GoTo accepts it as you've outlined it.
My point being that getting a click through, while important, is only the start of you selling that surfer the product. Your landing page needs to provide information on your products. A simple offer of free CD on the product is not enough.
For another client we do Goto listings that sells speciality videos. The Goto landing pages promote the videos related to that subject matter. It is up to the editors to make sure that the page listed is relevant to the search term. Similiar pages (with different names so we can track goto referrals) rank well in google and others for search terms similiar to what is listed in Goto.
