Increase cost effectiveness of advertising dollars
by Claudia Hafner
Specialized landing pages and calls-to-action reduce costs by increasing the value of your prospects.
When a visitor clicks to your site from a paid search (pay-per-click) or banner ad, it has already cost you the price of a click to get them there. If the page they landed on is specific to the ad, you may have increased the value of that click in several ways.
- Google likes to see content that matches the Google ad your visitor clicked on. In such cases, Google actually charges less for that click than it would have otherwise.
- If the visitor sees what they are looking for as soon as they land on your page, they are apt to stick around and read it...and maybe even take some form of action.
- If you offer your visitor something compelling (a call-to-action) in exchange for their contact information, this person has become a lead, which, over weeks, months and years, can potentially bring continued revenue.
As you move your advertising dollars away from
interruption marketing to inbound marketing, you want to keep giving your visitor more of what they are looking for through
specialized landing pages and calls-to-action.
Think about the different traffic streams through which your visitors are reaching your site. Can you provide more focused content through a landing page designed to give them what they are looking for? Give this some thought and leave comments about the challenges you are facing in this regard.
Start creating your specialized landing pages with this downloadable worksheet.
Download our Landing Page Worksheet.