Why Landing Pages Are Important For Your Paid Advertising Strategy ?


Why Landing Pages Are Important For Your Paid Advertising Strategy ?

The importance of Landing Page in digital marketing (or) online marketing (or) internet marketing, whatever you like to name it. Before I get on to explain it more technically, I would like to give a brief definition of landing page and how it has come in existence.

What is a Landing a Page?

A landing page is, quite simply, a page on your website that provides additional information after someone clicks on the link to it from another webpage.

Landing pages can be useful because the data they provide to the user is relevant and related to the advertisement that led them to the landing page.

People searching on the internet can end up on your landing page by following links from various sources such as

  • social media.
  • blogs.
  • email.
  • paid advertisements.

The primary goal of a landing page is to persuade the visitor to either make a purchase or obtain your contact information.


In digital marketing, there are three main types of paid advertisements that lead to landing pages.

  • Pay-Per-Click (PPC)
  • Pay-Per-Impression (PPI)
  • Display Ads

Pay-Per-Click (PPC):

 PPC is an online advertising model in which advertisers can display ads for their goods or services when users – people searching for things online – enter relevant queries into search engines. Advertisers are only charged when a user actually clicks on their ad, hence the name “pay-per-click.” Due to the nature of keywords and the role they play in paid search, pay-per-click advertising can also be referred to as keyword advertising.


Pay-Per-Impression (PPI): 

Pay-per-Impression or Cost Per Impression (CPI) is used in online advertising. It defines how the payment will be done by the advertiser to the publisher.


Display ads:

Display advertising (banner advertising) is a form of advertising that conveys a commercial message visually using text, logos, animations, videos, photographs, or other graphics. Display advertisers frequently target users with particular traits to increase the ads’ effect.

Display Ads

Landing pages are built with conversions in mind. To achieve greater results, your landing page should contain compelling, powerful, and relevant information that relates to your ad while at the same time containing fewer distractions such as menus or other navigational links that could steer the user away from leaving the page without converting. The landing page should be a stripped down version of your main website. This keeps the reader focused on the topic throughout the entire page.

Key features that each landing page should be equipped with are:

Key features that each landing page

  • Call-To-Action (CTA):
    The CTA is the clickable button on your landing page that leads them to the desired action that you would like them to take. These actions lead to a conversion such as a phone call or form submission.
  • Testimonials:
    Adding testimonials on a landing page conveys a sense of trust and provides additional credibility for your product or service.
  • Consistency :
    Try to utilize the same headlines, copy, graphics, and branding from the ad.
  • Internal Links :
    The only links on a landing page should the CTA button and internal links that jump to different sections of the landing page.

Your landing page should be well optimized for mobile devices. Mobile optimization should include being responsive, quick loading, and using click-to-call tel links.

There are different styles and looks that you can use for landing pages. Whether the page is long or short, try out different variations of the landing page to see which one performs better.


To conclude and connect all of the dots, landing pages are important for your PPC campaigns because they drive targeted traffic to a specific web page, one that’s designed with fewer distractions in an effort to lead the user to a specific goal. Generating leads and increasing sales is the ultimate goal for your PPC campaigns, that’s why you should make the process as easy as possible for the user. Take these PPC tips and create an optimized landing page today

Leave a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.