|
In contextual advertising a landing page refers to a web page that is displayed when an Internet user clicks on an advertisement. The content of the landing page usually explains and extends the text of the ad. As a rule, landing pages contain a certain call to action, they suggest that the user should register, or submit a request for a product or a service. The general aim of landing pages is to convert site visitors into customers.
There are several important rules of landing page generation and optimization. If you observe these rules during your advertising campaign, landing pages of your site will be as effective and interesting as possible. What are these rules?
First of all you should select landing pages in a proper way. It is highly recommended that the content of landing pages of a site corresponds to the content of contextual advertisements that refer to these landing pages. For example, it is undesirable to select the main page of the site or the highest level of the product catalog as a landing page, especially if the contextual advertisement describes a particular product.
Contact pages also should not be set as landing pages: the visitors will hardly want to send your an e-mail if they haven't taken a closer look at products and services offered at your website.
If the visitor clicked on an contextual advertisement and was redirected to the landing page, he is already gearing up for making a purchase or requesting a service. The goal of the landing page is to provide the visitor with the required information and to help him to make the final decision concerning the purchase. Therefore it is very important for the advertiser that the landing pages of his site have high quality.
How is the quality of landing pages determined? Every contextual advertising network has its own quality assessment principles and criteria and its own algorithm of this assessment. However, one of the most important qualitative measures is click-through rate (CTR). Click-through rate is the ratio of the users who performed a required action (registration, request, purchase etc) to the total number of visitors who clicked on a contextual ad and were redirected to the landing page. CTR is usually measured in percentage. For example, if 100 users clicked on the ad, and only one of them registered on the site, the CTR is 1%.
Low CTR of the landing page not only indicates low quality of such page. In many cases contextual ads referring to low-quality landing pages are not displayed to the users at all. Therefore you should do everything possible to improve the quality of landing pages of your site is they have low CTR.
The main components of landing page quality are the following: relevance and originality of content, transparency and accessibility of information, interaction with the user's computer, easy-to-use navigation.
Originality (uniqueness) of the landing pages content influences on the forming of loyal attitude of visitors toward the site. Moreover, it is an important condition of contextual advertisements display. For instance, in Google AdWords several contextual ads referring to landing pages with identical content are not allowed to participate in ads display simultaneously.
Information on the landing pages should be transparent. In other words, the visitor should have a clear understanding of the company's activity. The visitors should also understand the mechanism of interaction of the site with their computers and personal information which they enter. If you do not observe the principle of information transparency, it is very hard – almost impossible – to win the visitors' confidence and persuade them to perform the required action.
If the landing pages of your site somehow interact with the visitors' computers, for example, initiate automatic downloading of files or install certain software, the visitors must be warned about it. You must not change behavior and settings of the visitors' browsers without their explicit consent.
If the provision of goods or services is impossible without knowing personal information of the visitors, and they have to input it, the site must contain information about the privacy policy. The contents of the privacy policy explain the site visitors how exactly their personal information is going to be used.
When your request visitor's personal information, you'd better content yourself with really necessary information. It is desirable that your site does not require obligatory registration. You should also give the visitors an opportunity to refuse certain options, for example, mailing list subscription.
Landing pages should help the visitors to perform required actions. Thus easy-to-use navigation is also very important. For instance, if the landing page of your site contains a promotional offer of a certain good, it is highly desirable that you put a Buy button on such page or give the site visitors an opportunity to request a desired good or service by other means.
Competent contextual advertising campaign management, right selection and optimization of landing pages of your site aimed at improvement of their quality and efficiency – contextual advertising by web design studio WebStudio2U. The staff of our web studio includes certified contextual advertising specialists who will select proper keywords, write attractive advertisements that will attract potential clients, win the best pay-per-click bids for you.
Contextual advertising by web design studio WebStudio2U will saver your time and money – submit a request for an advertising campaign right now!
TAGS
contextual advertising,
landing pages,
contextual advertisement,
contextual ad |
Internet Ad 
