Creating High-Performing Landing Page For Ads

What Is a Landing Page?

In digital marketing, a landing page is a standalone web page, created specifically for a marketing or advertising campaign. It’s where a visitor “lands” after they click on a link in an email, or ads from Google, Bing, YouTube, Facebook, Instagram, Twitter, or similar places on the web. Paired with super slick ads that promote a single offer, everything about it works hard to turn these visitors into customers. It’s doing a better job to convert the traffic the brand’s already getting. That’s the power of landing pages!

Questions you need to ask when choosing the landing page for your ads:

Who is the audience?

Ask yourself who will see this ad. What do you know about them? For digital search campaigns, you know the keyword that led them to your ad. For social and display campaigns, you know the targeting settings that put your ad in front of them. Use this info to point your ad to the right landing page that meets their need.

What does the ad promise them?

Ask yourself what the ad promises. Your landing page’s message should echo that of your ad. If it doesn’t, you risk frustrating your visitors and causing them to bounce off your site. So choose the page on your digital site that follows through with what your ad promised.

What pitch do they need to hear?

Ask yourself what this customer needs to hear to seal the deal. Just as you’d tweak your in-person sales pitch for different customer types, your landing page’s pitch will also need to change to convert different audiences.

What action do I want them to take next?

Ask yourself what the next step you’d like a visitor to take is. Do you want them to sign up for an account, add an item to their cart, or download a white paper? Your landing page must make that next step explicit with a clear call to action. If it doesn’t, visitors could end up lost in your site and eventually bounce.

Optimize your Landing Pages

Make sure your landing page matches your ad and keywords

Choose a landing page that closely matches your ad and keywords. For example, if your keyword is discount shoes and your ad promises shoes at 20% off, then customers should be able to find and buy shoes at that discounted price on your landing page.

Make sure your website is mobile-friendly

Many of your customers will be visiting your website on a mobile device. On a smaller screen, it can be hard for people to find what they want.