Question

Consider the concept of a landing page and its use in assisting the completion of specific desirable actions as well as its relationship with other forms of digital marketing communication. Identify one landing page associated with a display ad as well as one landing page associated with a search ad where the user is required to submit some information on the landing page. In your response, make sure to identify the company that each landing page is associated with. (500-700 words)

Answer 1

Too many digital marketers focus on pre-click optimization strategies (ad headlines, display image selection, sitelink extensions, targeting, etc.) and don’t pay as much attention to the post-click stage. So it is no mystery that 97% of ad clicks don’t end up converting. This can be especially detrimental for PPC marketers since they dedicate so much budget to paid campaigns and can’t afford to waste budget on non-converting clicks

Message matching is the process of coordinating your promoted content and corresponding landing page with similar headlines, imagery, branding, colors, calls-to-action, and most importantly — the highlighted offer. With strong message match between your pre-click and post-click advertising components, the user experience remains consistent from start to finish and people are more likely to fulfill the landing page conversion goal.

This Comcast Business ad highlights an internet, phone, and TV bundle for only $34.90 more than the regular internet cost:

• The offer is exactly the same on both the ad and the landing page.
• Both components use the same copy to describe the offer: “any internet”, “add TV/phone”, “$34.90 more per month”.
• The color scheme is the same, so it’s easy for visitors to tell they’re in the right place for the offer.

Maintaining message match from ad to landing page is especially important for retargeting campaigns aimed at users who have previously visited your site. These prospects have already been exposed to your brand at least once, and this is your second chance to persuade them to convert on your offer.

1. Shopify

Like many of the other landing pages in this post, Shopify's trial landing page keeps it simple. The user-oriented headline is just a few words, for example, and the page relies on simple bullets, not paragraphs, to communicate the trial's details and benefits. There are only a few fields you need to fill out before you get started. All of this makes it easier for you to get to the point: selling online with their tool.

2.

Airbnb

To help convert visitors into hosts, Airbnb offers some enticing personalization: an estimated weekly average earnings projection based on your location. You can enter additional information about your potential accommodations into the fields to get an even more customized estimation.

If you visit the page already convinced, the clear call-to-action at the top of the page makes it easy to convert on the spot.

A PPC landing page is a standalone web page you intend to use in a paid campaign on AdWords, Bing, or similar. It’s a dedicated page where visitors ‘land’ after clicking through on a pay-per-click ad.

Particularly good landing pages for PPC typically contain just one focused campaign goal or objective known as a Call to Action (CTA). Their simplicity—and relevance—is what makes dedicated landing pages one of the best ways to increase conversions from your paid traffic and lower the cost-per-click of your PPC campaigns.