Landing Page Strategy for Paid Search

Chapter 5 of Paid Search Optimisation

Landing page strategy should be an integral part of paid search optimisation, as landing pages play an equally important role in converting visitors as ads. This chapter looks at considerations for ensuring they are relevant and optimised to engage users in their onward customer journey.

15 minute read

Paid search strategy should take into account the role of the landing page in converting visitors. The user journey may begin with the ad click, but it continues onto a landing page, and therefore these must be optimised to achieve conversions. This chapter discusses the role of landing pages, covering:

Landing page goals: What should landing pages achieve, beyond direct conversions, and how can they influence the competitiveness of an ad?
Measuring effectiveness: What are the communication objectives of a landing page, and which metrics should advertisers ensure their web analytics systems are reporting on?
Landing page relevance: What should advertisers consider when matching landing pages to different ad groups, and how can testing help?