In the world of online marketing you will often hear the term landing page – an important component in helping web sites appeal to unique visitors and measure their rate of success. Landing pages refer to the page on a web site that a visitor is taken if they click on a pay per click (PPC) ad or a link on a search engine results page. The page to which the visitor is taken is a continuation of that link or the full representation of the ad that is posted in the sponsored link section, so it is important that whatever is on that page is relevant to the click, so to speak.
In a pay per click campaign a company has placed a sponsored link at the top or along the side bar of a search engine results page. Those visitors that click on the ad are taken to the landing page – or lead capture page. With pay per click, the information that appears on the landing page speaks to the information provided in the ad and is optimized to include particular keywords relevant to the search. Such a page can be used for lead generation or for a specific call to action. Additionally, the landing page in a pay per click campaign can also be created to actually measure the effectiveness of the ad by measuring CTR (click through rate) which shows how often the ad was shown and how many people clicked on it during that time.
In a search engine optimization campaign, a landing page will deliver the visitor exactly to the page that has the information they are seeking. Again, the page is optimized to include those keywords that have been identified by the web site as being pertinent to what they offer and likely to be used in a search.
Posts
