Online marketers looking to improve their digital advertising strategies should ensure that they have high quality landing pages for their pay-per-click (PPC) advertisements.

This is the opinion of Graham Charlton, who said on the Econsultancy blog that consumers searching online will often do so with the intention of purchasing goods.

He explained that conversion rates could be made higher if firms take

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the time to set up effective landing pages.

Web pages that are brought up when internet users click on a link need to include a reasonable amount of information to persuade the potential customer to proceed to the checkout.

Mr Charlton said marketers could improve their click-through rate by linking the paid search advertisement to the landing page.

“A good landing page is one that reinforces ‘conversion intent’,” the expert explained.

He noted that online shoppers who click on a PPC advert and are brought to a generic page that requires them to search again might not bother to continue using the site.

This, he said, could reduce the effectiveness of this form of online marketing.

Earlier this month, Simon Mansell, managing director of TBG, said spending on advertising on the internet
is likely to grow in proportion to the amount of time consumers spend online.

Source:

• Live PR