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PART IV: DIGITAL AD LANDING PAGES #MKTOGUIDE
PART IV: DIGITAL AD LANDING PAGES LANDING PAGES FOR DIGITAL ADVERTISING Landing pages are customized pages that your buyers are directed to from one of your digital ads. No matter how much time or money you spend on a digital advertising campaign, if your landing page doesn’t resonate with your audience, they will bounce (leave your page)— potentially never to return. The goal of your landing page is to keep prospective customers interested enough to continue reading, fill out your form, and perform your desired action. Most landing page visitors only take a few seconds to decide whether they’ll read a page or bounce. Does the page make sense immediately, or is it too hard to understand? Is it relevant to the ad that your buyer clicked on, or does it seem out of place? Be Campaign Specific Your landing page should be specific to your advertising campaign. Although creating a new landing page for every ad or campaign isn’t easy, it is a critical part of conversation and optimization when it comes to advertising. Take a look at an example for a PPC ad. For the search term “Marketing Automation” we get the following ad from Marketo. When you click on the ad, you go to a landing page. As you can see, the landing page matches up with the ad. From the headline “Marketing Automation 101”, we get a landing page that prompts the download of The Definitive Guide to Marketing Automation—everything you need to know about marketing automation. Marketo PPC Ad Marketo Landing Page
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#MKTOGUIDE
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INTRODUCTION WHY SHOULD I READ THE
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PART I: WHAT IS DIGITAL ADVERTISING
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PART II: DIGITAL AD STRATEGY DEVELO
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PART II: DIGITAL AD STRATEGY DEFINI
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PART II: DIGITAL AD STRATEGY AUDIEN
Page 19 and 20: PART II: DIGITAL AD STRATEGY YOUR D
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Page 23 and 24: PART II: DIGITAL AD STRATEGY BUDGET
Page 25 and 26: PART II: DIGITAL AD STRATEGY ADVERT
Page 31 and 32: THOUGHT LEADERSHIP INSIGHTS (CONTIN
Page 33 and 34: PART III: DIGITAL AD TYPES AND AD D
Page 69: THOUGHT LEADERSHIP INSIGHTS (CONTIN
Page 73 and 74: PART IV: DIGITAL AD LANDING PAGES L
Page 75 and 76: THOUGHT LEADERSHIP INSIGHTS JULIE R
Page 77 and 78: PART V: AD TARGETING #MKTOGUIDE
Page 79 and 80: PART V: AD TARGETING AUDIENCE-FOCUS
Page 85 and 86: PART V: AD TARGETING CONTENT-ORIENT
Page 87 and 88: THOUGHT LEADERSHIP INSIGHTS STEVE J
Page 89 and 90: PART VI: DIGITAL AD PRICING #MKTOGU
Page 91 and 92: PART VI: DIGITAL AD PRICING DIGITAL
Page 93 and 94: PART VI: DIGITAL AD PRICING TWO TYP
Page 95 and 96: PART VII: DIGITAL AD TECHNOLOGIES #
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Page 99 and 100: PART VII: DIGITAL AD TECHNOLOGIES M
Page 101 and 102: PART VIII: AD TESTING AND OPTIMIZAT
Page 107 and 108: PART IX: MEASUREMENT METRICS Measur
Page 109 and 110: PART IX: MEASUREMENT METRICS Back E
Page 111 and 112: PART IX: MEASUREMENT ATTRIBUTION La
Page 113 and 114: CONCLUSION Today’s buyers interac
Page 116: info@marketo.com www.marketo.com ©
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