The Importance of an effective Landing page

A landing page is a single web page that appears in response to clicking on a search result or an online advertisement. Many companies don’t know the power of specific landing pages. Customised pages are essential in order to maximise conversion of leads. Let us now delve deeper into the important role these pages play in digital marketing campaigns.


1.Improve AdWords Campaigns performance


Landing page quality is very important for your AdWords campaigns performance.  It is very important to follow Google’s best practices to create pages that connect directly with your ad groups and provide a cohesive experience for visitors, from keyword to conversion.   Ensuring your page is relevant, transparent and easy to navigate will help an advertiser turn visitors into customers and improve ROI.

Landing page quality is a factor in your Quality Score.  Your Quality Scores has enormous influence over the cost and effectiveness of your AdWords’ campaign. By optimising your Quality Scores, you can achieve a larger return on investment. That’s because a higher Quality Scores directly correlates with lower cost per conversion.

Relevance plays a crucial role in the success of a landing page. Unlike regular browsers, visitors arrive on a landing page for a very specific reason. Visitors to these pages arrive to the page with a specific intention. The first thing you have to do is instantly show relevance and help visitors find the specific information they are searching for. You need to show the visitors they have selected the right place where they can find the brand, product or deal they are searching for. Greater landing page relevance will lead to increased quality score, increased lead generation and will improve the overall performance of your AdWords’ campaign.


2.Lead Conversion


Landing pages play a pivotal role in lead conversion. If you are looking to convert leads, landing pages are an effective tool. Product specific pages are focused on a specific objective that matches the intent of the ad that the visitor clicked on to reach the page. The page should have very specific information pertaining to the advert which was clicked on.  Purposes built landing pages have high conversion rates. There is an increase likelihood of conversion when users land on a purpose built page, because the user is presented with the exact information they were searching for instantly.


3.Information Gathering


Landing pages can be used as an effective and quick tool to attain costumer’s information. This information can be used for a number of beneficial reasons such as building customer profiles, research projects and lead generation. Log in information enables companies to analyse deep data and gain insight into their consumer’s demographics and social preferences.


4.Increase organic SEO with effective Landing Pages


Landing pages can increase your Search engine ranking. These pages are a good tool for analysing organic search traffic, because each landing page can be created around a focus keyword. As a result, incoming keyword searches generally relate to the focus of the page. You can see which organic searches on Google relate to which landing pages on your site. By optimising each landing page around a specific keyword you can increase the ranking for that keyword organically over time.

Of course these are just some of the many benefits landing pages offer. Landing pages play a pivotal role in any digital marketing campaign. If you are struggling, give our experts a call on 01 288 5118 or get in touch by filling in a contact form and see how we can help you today.


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