Podcasts are growing in popularity among brands. Brands are starting their own podcasts, making guest appearances (guesting) on other podcasts and/or sponsoring existing podcasts. And with all of these new investments in podcasts, marketing and business leaders are going to want to start understanding how podcasts are generating ROI. And therein, lies a problem. “Podcasts […]
What Is a Landing Page?
A landing page is a single webpage that has been created specifically for a marketing or advertising campaign. In other words, its the first webpage where a user “lands” after they have clicked on a Google Ad or an organic search result.
From a PPC (pay-per-click advertising) perspective, the landing page is the result of a specific advertising campaign. A landing page itself is tailored specifically for the audience who is being targeted in a campaign. It is designed to meet the needs of the user and guides the user to convert on the page.
From an SEO (search engine optimization) perspective, a landing page can be any page on the website and is usually a solutions page or a blog post that is tailored to the topic of the keyword searched (also known as a search query).
Landing pages in PPC are effective because they often generate high volumes of conversions at a high conversion rate. The audience for an ad campaign is much more targeted, and therefore much more effective than in SEO. However, when properly utilizing conversion rate optimization tactics, you can generate a high number of quality conversions effectively.