integrated marketing, landing pages, online advertising, User experience, website

Ensuring a Smooth Landing for Ad and Link Clickers

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A “landing page” is simply the Web site page that ad and link viewers arrive at when they they click on an ad or link presented to them. A leader at a former corporate marketing job of mine used to say, “tell them what you’re going to tell them, tell them, tell them what you told them.” This provides a good framework for thinking about the content and/or images that should reside on your landing page. Clickers expect to land on a page that is relevant to the content and/or images found in the ad on which they clicked or to the content that introduced a link you shared.

In keeping with the above, whether the advertiser’s objective for sharing a link or presenting an ad is to cause a sale or other desired action, or to simply create awareness of their organization or products and services among prospective customers/target audiences, it’s critical that the advertiser provide a cohesive, effective, thoughtful experience to link and ad clickers by:

  • ensuring that the Web site page on which a clicker lands contains information about the specific product, service, or topic promoted in an ad or link
  • repeating on the landing page verbiage used in an ad or in introducing a link
  • if images and branding elements such as specific colors, designs, and logos are included in an ad or link introduction, including them on the landing page as well
  • if clickers land on a Web site page from what’s known as a “search” ad, i.e., an ad that was presented to them because they entered search terms relevant to the advertiser’s product or service in a search engine, such as Google or Bing, employing those identical search terms or synonymous ones in landing page content
  • not “bait and switching” or surprising ad or link clickers. There’s no easier or better way to create ill will among prospective customers/your target audience than promoting “red wool coats” and then presenting them with information on “green rubber boots.” It’s deceptive marketing and, even if search engine advertising vehicles will approve such a misleading, non-cohesive set up with your ads and landing pages, the advertising platforms will surely ding you by charging you more to have your ads presented and by presenting your ads far less frequently than your competitors for relevant search terms. Search engines who offer advertising want to present searchers with the best possible match for their search terms. They don’t want to tarnish their own reputation.
  • creating landing pages that are clean, concise and not too busy. Ideally, landing pages would be dedicated to the product, service, or topic promoted in the ad or link and not contain information on other products, services, or topics. However, if an advertiser has time and budget constraints related to creating a focused landing page for a promotion, at a minimum, the landing page should be uncluttered enough for the ad or link clicker to easily identify the information promised via the ad or link-accompanying content — therefore, readily find what he is she was looking for.
  • making “calls-to-action” highly visible and obvious. If an advertiser’s objective behind an ad or link promotion is to cause the clicker to take a desired action on their site, whether it be purchasing a product, signing up for an e-newsletter, or completing an inquiry form, then buttons or text that call out how and where to take those desired actions should contain clear direction and be prominent.

We loved to hear what else you think makes for a smooth landing for clickers, so please do share! And, we always welcome a discussion with you about your Web site landing page challenges and opportunities.

 

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