The Need for Custom Landing Pages for Paid Online Marketing Campaigns

March 2016

The Need for Custom Landing Pages for Paid Online Marketing Campaigns

If you’re considering starting an online advertising campaign, you have a lot of options available. You can choose to use something like Google’s AdWords platform. You can use social media advertising, like Facebook Ads. However, one thing is not up for debate – you must have landing pages that correlate to your campaign. Never start a campaign without one.

What Are Landing Pages All About?

If you think that you should just link to your website’s homepage and run your campaign, stop right there. That’s not a good way to proceed. You need a dedicated landing page. What’s the point? A landing page is exactly what it sounds like. It’s the destination to which you’re directing anyone who clicks the link in your ad. There are two potential purposes for these pages. First, they can help you capture contact information through opt-in forms and the like. Second, they can prime your visitors to make a purchase. Either is acceptable, but you’ll need to know what you want before you start.

Why Not the Homepage?

So, why use a dedicated landing page rather than the existing homepage of your website? There are several reasons why, but the most important is that your homepage isn’t likely geared to mirror the ad that got the visitor to click through in the first place. Think of your ads as two-part creations. The first is the ad itself, the photo and compelling copy that’s displayed on Google or Facebook. The second is the landing page. It has to work hand-in-hand with the ad to be effective. Dropping someone on your homepage usually results in an immediate disconnect, and chances are good that they’ll “bounce” off the website completely.
There’s also the possibility that your homepage will actually confuse people who click through the ad. For example, suppose you’re running an ad for a new type of garden shear. You’ve linked to your homepage, and a visitor clicks through. Immediately, they’re confronted with potentially dozens of links, but none of them immediately corresponds to the garden shear offer that brought them to you in the first place.
On the other hand, a landing page can be easily created that mirrors the ad completely. Your visitor sees the garden shear ad, realises that it’s something they need, or that they want to learn more about, and clicks the link. They’re taken to a landing page that’s all about the garden shears, with a single call to action that encourages them to buy or learn more. There’s no confusion. There’s no disconnect. There’s a much lower chance that they’ll bounce out, and a greater chance that they’ll become an actual customer.
You can also use your landing pages for lead generation purposes. For instance, you can use it to offer informative whitepapers, reports, or even ebooks on the topic of the ad. Before you can do that, though, you need to have the page created and in place.

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