Posted by Rob Cooper | Posted in Advice, Landing Pages, SEO, Tips and Tricks | Posted on Mar 20, 2013
Working with clients of all sizes, I’m regularly asked “Why wouldn’t I just point my Google/Facebook/Linkedin ads to my product page?”
My answer is always the same: “You might succeed to a certain level, but ALL the most successful advertisers leverage landing pages, and you should, too.”
There are three main reasons landing pages are necessary to reach your full potential…
Testing and Indexing
The beauty of online advertising combined with landing pages is how easy it is to test different offers, benefits, copy, and images to maximize the response after someone clicks through on your ad. A streamlined landing page makes it a snap to launch and test multiple variations. However, this means that at any given time you might have multiple different versions of a page, most of which will eventually be deleted.
With this in mind, you want to make sure that you set these pages up so that they are not “indexed” by Google. Otherwise, this may lead to a real mess in Google search results. There may also be results which point to pages which no longer exist. Using a simple “no-index” tag (or using the no-index setting in your landing page software) makes this very easily accomplished.
Matching of Features to Visitors
A product page must address all the different facets of your offering. For instance, let’s suppose you have a cloud-based file storage program with 10 or 15 different features, such as uploading to social media accounts, online storage, file conversion, file compression, etc.
There’s typically no way you can have a single product page or section that gives prominence to all of these features.
However, working in tandem with Google Adwords, you can take your visitors to the exact feature that someone is interested in. For instance, if someone is Googling “online file conversion tools” your ad can take them to a landing page where that specific feature is the most prominent thing on the page. Likewise, if someone Googles “online file compression” you’ll take them to a landing page which focuses on exactly that!
It’s not hard to see how using this strategy will dramatically increase the likelihood that a visitor will become a buyer! Plus, there’s no limit to the number of features you can highlight for people searching matching keywords if you use a simple-to-modify landing page template.
Matching of Demographic Interests
Let’s imagine that you have a product that fulfills needs for dramatically different demographic profiles. In this case, it might be something like an affordable waterproof camera that has broad appeal.
Now, let’s see how this might work if you’re advertising the camera on Facebook. You might target (separately) college-aged students, parents with young kids, and adventurous travelers.
It goes without saying that each group will be waaay more responsive to a different experience when they arrive at your site. For instance:
-The college-aged students might respond well to a high-energy page featuring others their age and would probably react well to some “edgy” messaging.
-The parents with kids would likely respond well to a page showing how they might capture the memories of their kids learning to swim, at the beach, etc.
-The adventurous travelers would likely respond better to beach, snorkeling, and diving scenes from exotic locales.
Nobody would argue that you can do a good job appealing to all those three groups on a single product page. In fact, it’s likely, in this case, that the “parents” messaging would actually repel the college-age demographic, and vice versa.
Being “different things to different people” through multiple landing pages is a task that becomes extremely straightforward when you match your demographic targeting with a meaningful landing page strategy.
With the tools now available to make landing pages easily accessible to even the smallest of companies, what’s keeping you from kicking off your own landing page strategy?