Don't Crash Land Your PPC Visitors

404 Error

Woody Allen is known for coining the phrase, "80 percent of success is just showing up". With a little insight into landing page conversions, he could have amended the phrase to say "100 percent of conversion success is based on getting your visitor to show up".

Since marketers have full control over their PPC destination URL's, there really shouldn't be any issue with getting those visitors to the desired landing page.

But it's not that easy.

Depending on your type of business, the analytics you use and the way your tracking is configured, you may have only a couple landing page URL's, or you may have tens of thousands of destination landing page URL's. If you're lucky enough to fit into the former category, then it's relatively easy for you to confirm that you've not accidentally introduced any typos into your destination URL's in your PPC campaigns.

However, even with only 35 different landing pages, advertising in Google, Yahoo and Bing, still could give you over 100 (35 x 3) separate landing page destination URL's.

Are you absolutely certain that you're not crash landing a PPC visitor on a non-existent page due to a typo in any one of your destination URL's?

And, are you absolutely certain that a landing page you drive PPC visitors to hasn't been removed from your site?

And, are you absolutely certain that a landing page you drive PPC visitors to hasn't been renamed?

Ongoing and frequent destination URL verification should be a routine checklist item, and now there's a free and quick way to be sure you aren't driving visitors to bad URL's - Conversion Critic Destination URL Checker.

Conversion Critic is a free landing page analysis and conversion optimization resource site developed by Engine Ready. We've recently added a new tool called "Destination URL Checker" which can be found under the "Conversion Critic Tools" tab.


Once you register conversioncritic.com
it's as easy as 1, 2, 3, 4 ...

Step 1: Locate the "Destination URL Checker" sub-tab under the "Conversion Critic Tools" tab, and then paste your destination URL's into the URL Field box from MS Excel

Step 2: If you use tracking or query strings within the URL to identify traffic source, type your tracking string argument into the Clip Variable box; otherwise you can leave that box empty.

Step 3: Click the button "Validate Destination URL's".

Step 4: Review the results and make note of any URL's that return a "404 Not Found" message. 404 errors are returned when the web server cannot find the page specified, and likely are due to a typo in your URL or the page being renamed or removed.

Ideally, all of your destination URL's should return a "200 OK" message, meaning that the page was found successfully. If you receive a 301 or 302 redirect message, the page associated with the URL has been moved and traffic has been redirected to a new page. This may or may not be a problem, however, you should contact your webmaster or IT department for further details.



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