Taxi drivers have an understanding with each of their riders. They will take you wherever you want to go, then you pay the bill for the ride.
PPC is the same way. Users click your ad, and they want to be taken directly to the product or service of the ad they click on. Then they pay you (buying products or services) for giving them the ride (PPC link).
For example:
I have a SEO/SEM company. This company provides backlinks on unique class C IP's for $5 each. My ad would read something like:
$5 Backlinks
Different IP's for as many
links as you can afford.
www.example.com
Somebody clicks my ad and they are taken directly to my homepage www.example.com. Then they have to find the Links for sale page. Then they have to navigate to one more page to actually place an order.
This is you, offering something ($5 backlinks) then dropping the customer off early (6th and Broadway). Instead, take them direcly to where they want to go (the order page). They already know your offer, $5 backlinks on unique IP's, and they are ready to see a little detail about the offer and place an order. After all, weren't they searching for something similar to what you are selling?
Most searchers will get to your homepage, have difficulty navigating through all of the other services and/or products your offer, click the dreaded back button and click another ad. This leaves them with exactly what you gave them, an unfulfilling experience.
Don't drop your customers off on 6th and Broadway, take them directly to the page you want them to go to, the order page!
