Digital Advertising and Landing Page Optimization
Paid digital marketing comes in three main types: social media marketing, display marketing, and search marketing. While digital advertising does have its benefits, it can’t create success for your business on its own. Once users click into your website, they have to want to stay and take further action. Digital advertising can only lead them there, the rest is in your hands.
Here’s what you need to know about how digital advertising and landing page optimization work hand-in-hand:
Benefits of Paid Digital Advertising
If you want to get in front of your target audience; specific geographic locations and demographics; and even job titles, paid digital advertising can help. Digital advertising can help to deliver your message, drive more traffic to your website, and increase engagement. You can reach a larger audience who has searched for specific keywords that relate to your industry, business, products, or services, since you will appear on the first page of the search engine, where users tend to stay. Even if not every user clicks on your ad, you will become known to them because you have a consistent presence on the first page of the SERP.
Understanding the limitations of paid digital advertising is important before you decide to leap in. The most obvious aspect to consider is that paid advertising costs money. This means you need to create a budget for creating the ads. You also have to consider that you’ll be competing with other brands and businesses who want to advertise in the same space, which could increase your costs. If you decide on paid search ads, there are no viral opportunities that will come from them as there is with social media advertising. Being able to share ads across platforms can help you reach an even greater audience. Deciding where you want paid advertising is something to consider.
Landing Page Optimization
It’s clear that digital advertising can drive traffic to your website, but once users arrive, what kind of experience are they going to have? Before you consider investing money in paid digital advertising, make sure that your website is at its best. Landing page optimization should be a priority before beginning paid digital advertising. Landing page optimization will improve the user experience, which will turn visitors into loyal customers.
You first need to identify any problems with the landing page designs or functionality. These are issues that can result in a high bounce rate, so you want to improve them before driving additional traffic to your website. Things to look at include:
- Page loading speed. Content, images, and videos should load quickly.
- Navigation. Adding navigation to your landing page may decrease chances of conversions since visitors may become distracted and leave for another page. You may choose to eliminate navigation on your landing page.
- Clear call-to-action (CTA). A successful landing page needs a clear message and CTA that visitors can’t miss and want to take action on. This requires a compelling message.
- Simple but eye-catching design. Minimal pages load faster, but you can choose a color palette that will help influence your target audience.
Not only should your landing page be optimized, your entire website should be running at its best. Visitors who want to explore further, should have as good an experience on other pages of your website as they do on your optimized landing page.
Digital advertising can be of great benefit to your business, but only if your landing page is appealing to visitors. If they arrive to your website only to find it slow, confusing, and without a call-to-action, they are more likely to leave. Before you take the step of paying for advertising to draw in more traffic, make sure your landing page is optimized. The reputation of your brand and business depends on it.
Digital advertising can be of great benefit to your business, but only if your landing page is appealing to visitors. If they arrive at your website only to find it slow, confusing, and without a call-to-action, they are more likely to leave. Before you take the step of paying for advertising to draw in more traffic, make sure your landing page is optimized. The reputation of your brand and business depends on it.
Categorized in: Digital Marketing
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