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Landing Pages

Using landing pages for pay per click and marketing campaigns can help determine a campaign's effectiveness.

In digital marketing, a landing page is a standalone web page, created specifically for the purposes of a marketing or advertising campaign. It’s where a visitor “lands” when they have clicked on an ad. Landing pages are designed with a single focused objective – known as a Call to Action (CTA). This simplicity is what makes landing pages the best option for increasing the conversion rates of your Google AdWords campaigns.

A landing page is a web page that appears when a visitor clicks on a PPC ad or a search engine result link. The home page of a website is not the only landing page; every page in a website has a purpose and is a potential search engine landing page. A landing page should contain content that relates to the keyword search phrase. For example, searching in Google for website mockup should bring up web landing pages that contain content relating to the keyword phrase “website mockup”.

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Website landing pages can be used pay per click/marketing campaigns, search engine optimization and full page promos.

Search engine optimized websites often contain many landing pages. The more content a website has the higher its chances are to show up in the search engines. More landing pages also means more keyword phrase avenues a website can be found under. Landing pages are a great way to increase the number of site visitors and your search engine ranking.

SEO landing pages are designed to show up naturally in organic search engine listings. Landing pages nearly always provide better conversion rates than directing all traffic to the home page. This is because if brought to a website home page you are forcing visitors to search around the site for the information they want, whereas landing pages bring people directly to the content they seek.

Organic vs. Paid Search Traffic on Landing Pages

When asking the question, “What is a landing page?” you need to understand that they are designed for paid traffic like Google Adwords

  • The image on the right shows a typical Google search results page (SERP) that you might see after entering a search query.
    • There are four main areas:
    • 1. Paid Search Results: Google AdWords
    • 2. Paid Search Results: Google Shopping Ads
    • 3. Google Featured Snippet
    • 4. Organic Search Results

  • The organic search results (#4) at the bottom are the links to your website that Google has chosen to show in response to the search query. This is why you have a website – to be found through organic search.

  • The paid search results (#1 & #2) are different. For paid advertising, you get to choose where the link takes your visitors. You could choose to send them to your website’s homepage, or to the preferred option – a standalone landing page created specifically for that ad campaign.

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