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Improve your conversion rate by using a landing page in conjunction with your PPC campaign, and any online marketing initiative.
Why link ad campaigns to your homepage where there is a wealth of content that might distract the visitor from their original intentions? Instead, direct traffic to a dedicated campaign landing page that is specifically tailored to the ad campaign keywords, search terms, and target audience.
The landing page has one goal, and that is to persuade the visitor to perform a specific action… the famous Call-to-Action (CTA).