What is a landing page?
A landing page is a standalone web page that people reach from an ad, email or search result, built around one offer and one action. Unlike a home page, it has few links that take people away from that action.
Why it matters
When you pay for clicks, the landing page decides how many of them turn into enquiries. A page that matches the ad, loads fast and asks for one thing usually does better than your home page. It is also the cheapest part of a campaign to test and change.
1One goalOne headline, one offer and one button; every extra link is a way out.
2Matches the adGoogle Ads rates landing page experience, so the page should keep the promise the ad made.
3Built to testHeadlines, forms and layout can be changed and compared, which is what landing page optimisation means.
ExampleAn air conditioning installer in Almaty runs ads on Google and Instagram. Instead of the home page, the ad leads to a landing page with the offer, photos of real installs, a WhatsApp button and a short enquiry form, and nothing else. Each new ad gets its own version of the page.
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