What is a Landing Page?

Chapter 3

Campaigns That Benefit From Targeted Landing Pages

Any marketing campaign can benefit from the help of a targeted landing page, but it’s paid promotions that absolutely should not be run without one. When you’re spending valuable chunks of your budget to generate traffic, outbound links and lack of message match can translate to lost dollars. The following are campaign types that should not, under any circumstances, be run without a landing page…

Paid search campaigns

If you use Google Ads or Bing Ads to drive traffic, your campaign won’t reach its potential without a landing page. Google has made it clear in its advertising guidelines that landing page experience has a giant impact on Quality Score.

Without a dedicated landing page relevant to your visitors’ search, your campaign will be penalized, which will result in lower ad visibility and ultimately less traffic to your website. According to Google:

Landing page experience is Google Ads’ measure of how well your website gives people who click your ads exactly what they’re looking for—quickly and effortlessly. Your landing page is the URL people arrive at after they click your ad, and the experience you offer affects your Ad Rank and therefore your CPC and position in the ad auction. Your ads may show less often (or not at all) if they point to websites that offer a poor user experience.

Those aren’t empty words, and here’s proof: When Jacob Baadsgaard of Disruptive Advertising began driving a client’s paid search traffic to dedicated landing pages, he saw their cost per lead drop by more than half:

Paid social media advertising campaigns

Paid social media advertising has gotten much more powerful in the last several years with the fine-tuning of pinpoint targeting (and retargeting) capabilities. But those targeting capabilities are wasted if you send traffic to a web page with general and scattered information (like a homepage or an “our services” or “products” page, for example).

Highly targeted ads need highly targeted landing pages with message match to generate maximum ROI. If you know enough about your users to reach them with laser-targeted advertising parameters, you know enough about them to deliver a highly relevant landing page experience.

Those who click your ad do so because they’ve caught the scent of information that could help them solve a problem. That’s why it’s important you deliver exactly what you promised in your ad.

Retargeting campaigns

The average Google Ads conversion rate on the search network is 2.7%. On the display network, it’s just 0.89%. That means it’s likely anywhere between 97% and 99% of your traffic is going to need to be drawn back to your landing page.

With personalized retargeting campaigns that deliver ads based on prospects’ behavior, you can do that. Tools like the Facebook Pixel and companies like AdRoll allow you to send ads to visitors based on their behavior on your website.

And according to Marketo, the technique can boost conversion rate by 2-3x on your landing page:

Email marketing campaigns

Email is still marketers’ most valuable channel, delivering $44 in ROI for every $1 spent. When combined with targeted landing pages, that revenue potential gets even higher.

In their State of Email Marketing Report, GetResponse names landing pages as one of the 8 “critical factors” of email marketing success. That’s no surprise, considering studies show that personalized emails generate six times more transactions, and every personalized email requires a personalized landing page to match. In an article on the Campaign Monitor blog titled, “How email marketing + landing pages work together to get awesome results,” Sal Partovi explains why:

When a subscriber clicks on an offer in an email and is taken to a landing page, he or she is focused on one task and one task alone. That increases the likelihood of a subscriber following through with the action.

What happens if there isn’t a specific landing page for an email offer? Most likely the subscriber is taken to the homepage, or a product page and has to figure out how to take action.

Of course, your homepage is also full of a dozen other links, tab, and images. All of these things can be distracting to this particular subscriber who just wants to follow through with the action outlined in the email. That’s why landing pages are so effective. They cut through the clutter. A subscriber is less likely to get sidetracked, or confused because he or she arrives on a page that focuses on the offer from the email and allows him or her to take action.

Customizing your landing page to your campaign

By far, the two biggest benefits that landing pages provide to your visitors are personalization and focus. But what kind of design does it take to provide them? Learn more in the next chapter…

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