Landing pages are a core part of Digital Marketing and are used in many forms of direct response campaigns. By using Landing Pages we can tailor our message to the audience. This is often selected at a campaign-level or by media. This supports us to isolate, measure, and understand the performance of our advertising spend.
We also landing pages within our Conversion Rate Optimisation Services. We test variations against the same traffic levels in real-time using A/B Split testing. This provides us with an isolated sample of our data which can be fairly accurate as we can target and understand our traffic more effectively.
The conclusions we can draw from these results can therefore help us to improve our lead quality.
What is a Landing Page?
Some say that any page that a user lands on becomes a landing page by definition. Over the years the lines between Paid and Display Advertising / Search methodologies have become a little mixed-up.
This has been a driver behind the Google Panda Update. Part of this update improves the quality of results pages. Also to reduce the visibility of what is deemed as ‘Low-quality’ webpages and websites.
Typically a webpage might have been created with a searchers problem in mind. The content may target those needs by using keyword insertion and therefore ranking for the selected words and becoming a landing page as some might think.
Landing pages aren’t supposed to be indexed by search engines because the affect the quality of results.
Isn’t that SEO though?
Yes at a low-level.
That’s the problem
Landing pages are at their best when you’re using specifically targeted channels. By using these pages we can segment our traffic from organic searches which helps us know which campaign has been more effective.
What channels are used for landing pages then?
There are many ways to drive traffic to your landing pages, sometimes we can select specific website with high-levels of traffic relevant to our page.
We then can buy clicks or impressions (the time an advert has been displayed). Often we use Banners of various shapes and sizes to direct the traffic to our landing pages.
The success rate of this often depends on the creative used or the audience engaging with our advert.
Display adverts get a low-level of clicks. A recent statistical study indicated that you’re more like to survive a plane crash then you are to click on a banner!
So performance really depends on the media selection.
Google Adwords offers the ability for advertisers to buy clicks from the search engine or the Google Display Network.
Google are very clear that organic searches cannot be brought and the search algorithm is based on merit. Otherwise large companies would take up all of the top-positions!
Google wants the best results for their searchers, one way they can quality control these adverts is by their Quality Score.
This rates the advert based on the relevance to the ‘Landing Page’, Keywords and copy used. The more relevant the advert is, the more often it is displayed and the cheaper the cost-per-click.
Email and Social
These two are broadcast based, where you can send-out a message to your audience. Its best practice to gain the contact details of these users via opt-in marketing or Inbound Marketing channels. When people have opted in to receiving an email they’re more likely to engage with the message sent.
These two forms of media enable us to carefully create the message and support this by using a targeted landing page.
The one thing these methods all share is, they give you the ability to direct each person to where you wanted them to go. Rather than the search engine sending them to the best result.