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Landing pages - The Backbone of PPC campaign

A Landing Page, better known as a Micro Site, is a page created essentially for a Pay Per Click campaign. It is this page that a web page visitor reaches on clicking a PPC or a CPC advertisement listed on web search results. A Landing Page is specifically designed for marketing a particular product or service. Alternatively a SEO expert uses a landing page for the purpose of evaluating an advertisement’s effectiveness as also the efficiency of the keywords and keyword phrases incorporated in the search results.

A Landing Page is often further categorised into a “reference landing page” and a “transactional landing page”. A reference landing page exhibits all information relevant to a web page visitor in the form of text, images and other web resources. A Landing page’s effectiveness is judged by the revenue value earned by the advertisement. Meanwhile a Transactional landing page is designed with the aim of immediate sale of product and services. A web page visitor performing a desired action is termed as “conversion”. A Landing page’s effectiveness and quality is thus measured in terms of its conversion rate.

A well-thought out and properly crafted landing page can do wonders for a web site. Identify all frequently searched keywords related to your domain and then draw up your content as well as URL using those keywords. Make sure your Landing page has crisp, to the point and accurate information of the product or service you are marketing, a proper call to action and a user friendly design. Also make sure you make changes in the landing pages from time-to-time and keep a track of the effects of it on the campaign.

A Landing page’s utility in generating effective positive results and business makes it an integral aspect of a PPC campaign. It is important to spend some quality time on creating a landing page to be able to derive the desired results.

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