What is a Landing Page?
landing page, sometimes called a destination page, is the web page that visitors arrive at after they click the link on a
search engine results page. A landing page can be the first page of a website that was advertised on the search engine
results page, or from one of the natural results from the search query. This page generally displays logical information,
usually something that pertains directly to the keywords searched, or has the keywords directly on the page. This can be a
transactional or a reference page as well. In pay per click and other paid inclusion campaigns the landing page is
considered the place where “the deal is closed” which basically means that visitors decide on the landing page whether
they are going to use the service of the web page or not.
There are two types of landing pages, transactional and reference pages. Transactional pages are landing pages that
encourage a visitor to complete a transaction of some kind, such as filling out a form, interacting with objects on the page,
or having some type of reaction occur. A reference landing page provides a visitor who has clicked on a link with
information of some type. This information can include text, images, graphics, sounds, links, or other elements. The goal
of these two types of landing pages is the same, to make the visitor a conversion, meaning a potential or new client.
Every page that is indexed by a search engine is considered a potential landing page. In search engine optimization,
every page that has the potential to become a landing page is given keywords and phrases that have the best potential for
organic or natural search engine optimization. Using search engine optimization on every page of a website that has the
potential to become a landing page makes sure that the page will rank well naturally.
What is a PPC Bid?
The dollar amount a company allots to pay per click advertising is known as Pay Per Click (PPC) bids. Bid prices vary
depending on the company’s advertising budget and the time the company plans to use paid inclusion. Other deciding
factors are the keyword popularity and competition from other advertisers. The more popular the targeted keywords, the
higher the PPC bid needs to be to secure the space on the search engine pages.
PPC bids pay for the advertisements that many people see on a search engine results page, generally at the top or on the
side, and are separate from natural results. Natural results are websites that rank through search engine optimization
techniques. The ads that PPC bids pay for are generally called sponsored links or sponsored ads, and appear when the
certain keyword that the PPC bid purchased is entered into the search query.
Some of the most prominent companies that take PPC bids include Google AdWords, Yahoo! Search Marketing, and
Microsoft adCenter. The PPC bids required to secure certain keywords start at $.01 and go to $.50. There are keywords
that draw higher PPC bids. Bid checkers allow a query on numerous PPC engines to find out the top bids for a certain
keyword or phrase.
There are also software programs for management of PPC campaigns at Google AdWords, Yahoo! Search Marketing, and
MSN AdCenter in one easy interface. Management of PPC campaigns is time consuming and requires close monitoring to
ensure that the budget allotted is justified. The software management programs claim that their advanced bidding
algorithm saves costs and most have a comprehensive reporting function that monitor the return on the investment.