The Importance of Landing Pages and Your Search Engine Marketing Campaign

- July 27, 2007

A landing page is one of the most important aspects to think about when running a Search Engine Marketing (SEM) campaign. A landing page can determine whether or not the person that clicked on your ad will continue forward or abandon his/her search. The landing page is the specific web page that a visitor reaches after clicking on an ad. This is the first impression a visitor has of your website and your organization.

When a visitor searches for a keyword, it is important that when they click on your ad, that the page they land on is relevant to what they are searching for. The landing page should be closely tied to the specific keyword that brought the visitor to that page. The more relevant and consistent the landing page, the more likely the visitor is to convert to a customer.

There are two types of landing pages. A reference landing page gives the visitor information while a transactional landing page encourages a visitor to perform an action. The best way for you to choose which landing page to use is to test different ones to see which page gives you the highest conversion rates. You also have to give thought to your goals and think about what you want a visitor to learn or do. Then, when you understand what works and what doesn’t, you can allocate your budget accordingly.

How are your landing pages affecting your SEM campaign?

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