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?