As the amount of marketing dollars allocated for online advertising continues to grow, there are some key things to keep in mind. One of which is the experience you create for the person clicking your ad.
I’m a big advocate for creating unique landing pages for online ads, instead of simply dropping folks off at a homepage. By creating a landing page you can tailor the customers experience and provide specific, actionable information.
For instance, I work for a credit union and if I was running an ad about becoming a member, I would want a landing page that highlighted:
- Why someone would join a credit union
- Who can join the credit union
- How to join the credit union (Specific call to action in this section)
Simply linking the ad to the homepage would not provide adequate direction and likely result in a wasted opportunity.
Landing pages will help you get the most out of your online advertising and also allow you to internally track the success of an ad.
