Landing Page, Maximize Pay Per Click Advertisinge

A landing page, occasionally called a lead capture page, is the web page that users literally land on after clicking on an advertisement or a search engine result link. In most cases, the landing page features content that logically ties back into the ad or link. Also, the landing page will likely have also been optimized to contain certain keywords and keyword phrases for search engine indexing.

The landing page can be customized for pay per click campaigns. In such a case, the landing page can be used to measure different advertisement’s effectiveness with the click-through rate (CTR). Divide the number of users who click on a web page ad by the number of times the ad was delivered and one has the CTR. Of course one may also count the hits the landing page has received to measure the effectiveness of the ads in catching users’ attention and enticing them to explore the products or services offered further.

The two types of landing pages are reference and transactional.

Reference landing pages display text, images, dynamic compilations of relevant links, and other information that visitors to the page find relevant to the service or product they were interested in. The effectiveness of an ad on a landing page can be measured by profitability.

Transactional landing pages are different. Their goal is to entice any visitors to that landing page to complete some form of transaction (filling out a form, interacting with ad’s), which eventually leads to that visitor purchasing the product or service. When a visitor actually takes on a landing page’s transaction it is called a conversion. The conversion rate, the percentage of visitors who become customers, measures a transactional landing page’s success.

Conversion rates play an important role in the economies of many e-Marketing programs. Sometimes, a conversion rate determines success or failure. To this end, marketers like to try out alternatives and improvements on their landing pages.

Two advertising testing methods often employed are A/B Testing and multivariate testing.

A/B testing features a baseline control sample that is compared to various single-variable test samples. All of the samples, including the control, are released to determine which is the most effective and then they are all compared.

Multivariate testing for Internet marketing involves doing multiple A/B tests on one landing page simultaneously. This sort of testing is carried out to determine which content or reactive variation brings about the most significant improvement in a website’s goals.

Landing pages have become a vital proponent of search engine optimization (SEO). Potentially, any result from a search engine could be a landing page. SEO works to keep out any random landing after clicking on an ad or link. SEO uses thoroughly researched keywords and keyword phrases that are relevant to the product or services offered by the website to optimize that website’s content and links. The idea is to find the keywords that rank the website as high as possible on a web search results page. From there, a user clicks on sponsored links or ads that will lead them to a landing page.