Support campaigns on your homepage
If your advertising campaign has worked, it will likely lead the viewer to a search engine. And from there, the consumer hopefully ends up at a page on your website. If that search results link isn't dead on, they'll often jump over to your homepage.
Unless you have the customer loyalty of Apple, don't bet on customers knowing your product's name when they arrive at your site. More likely, they'll only remember your brand name, maybe part of the product name, and have a vague idea of what the ad said.
This is more problematic for companies with a lot of products because they tend to have more marketing messages out there for their various products, all creating noise and confusion. And even if the consumer remembers your product's name, it's going to be harder to find that product among the many featured on your website.
If consumers arrive at your homepage, you want to get them to their point of interest as quickly as possible. Consumers typically spend only seconds on a web page before clicking or leaving. Every second that passes in which they can't find what they want, you're increasing the odds they'll split. If you're spending big money on a campaign, support it with navigational aids on your homepage.
