What is a Landing Page?
Landing pages are one-page websites or webpages that users “land” on once they click on an ad. They contain more information about what is being advertised in the ad and encourage action.
Why Ads Need Landing Pages
Ads need landing pages because they can be closely matched to ad messaging and quick fulfill user intent when searching. Sending viewers to the website homepage or other pages might not work if the information is too general. You do not want viewers to have to hunt down the information you advertised in your ad, which could frustrate them and make them leave your website quickly!
Landing pages also usually have a call-to-action displayed prominently, which makes them ideal for ads. The call-to-action guides customers through the steps you want them to take!
What to Remember When Creating a Landing Page
When creating a landing page for your ads, remember to make the page clear and cohesive. You want people to go from viewing your ad to converting seamlessly. Also, do not be afraid to experiment with several different landing page versions, also know as A/B testing, to see which page converts best for you.
Be sure to keep track of visits to your page and who those visitors are with built in measurement or something like Google Analytics if the landing page is embedded in your website.
Conclusion
Landing pages are essential for businesses running online ads. They provide focused destinations for those who click on ads and ensure a seamless experience that guide customers toward converting. They also are easy to measure engagement with and are not difficult to replicate for future ad campaigns.
If you’ve enjoyed this article and would like to learn more, check out this blog about the benefits of online ads “Why Online Ads?“.
