Direct Linking or Landing Page?

When I first got online in early 2006, I was introduced to Google Adwords through Google Cash. Being that it was my first time trying to make money online, I had no website and no experience - the hot buttons Chris Carpenter pushed to get me started.

I was taught the direct linking method, and I happily went to Clickbank, picked an affiliate program and grabbed my link.

I direct linked to the merchant and....I had problems!

I didn't know how to use landing pages but I later on learned. I used to think, "Why the hell would anyone use a landing page? Doesn't that just get in the way of the customer and the merchant?"

Well I later learned that landing pages were the way to go. Here's why:

Direct linking Problem #1
Google does not allow any two advertisers to use the same url for any given keyword.

Solution - Use a landing page so that you can advertise using that keyword. You might even beat out the advertiser if your landing page is better optimized then the direct-linked lander.

Direct Linking Problem #2
Google asks you for some rather high minimum bids. You're told to optimize your landing page. Trouble is the landing page is not yours.

Solution - Using unique landing pages for each of your keyword ad groups can earn you very low cpcs since you can build relevant landing pages to suit your keywords. Most merchant landing pages aren't optimized for the keywords that perform very well.

Direct Linking Problem #3
The customer hates being sold to.

Solution - When you direct link to the merchant its hard to show the customer the benefits of purchasing the product. The merchant may have this on his page but the customer might prefer to know that he is making his own decision to buy and may need opinions other than the merchant's. Its the job of the affiliate to presell or to tell the customer what to expect. Presells usually convert higher than direct linking campaigns. The affiliate can also offer bonuses on his landing page.

Direct Linking Problem #4
Cant track conversions and other variables.

Solution - Unless the merchant is willing to insert your conversion code on his thank you page, there's no way to track conversions. Tracking is very important and having a landing page can help you to track which keywords convert since you can put the code on your own landing page. This will usually be landing page to merchant click thru rate. You can also go into your hosting logs and find keywords that you may not have thought of and add them to your campaign. With direct linking the merchant usually benefits from you sending him traffic with keywords you don't even know about yourself.

Direct linking campaigns can also be profitable as well (especially when there is little or no competition). In some cases its better to direct link. However using landing pages has its benefits and generally work better than direct linking straight to the merchant.