Landing page worth more than just PPC

Businesses have been advised that there are multiple uses for their landing pages rather than pay per click (PPC) alone.

Jeff Muendel, in an article for Practical Ecommerce, said the use of landing pages is often misunderstood, meaning it is worth regularly reviewing them.

"Certainly, landing pages are extremely important with regard to pay per click advertising because the search engines include the quality of the pages to which paid search ads point in their overall evaluation," he explained.

However, he added that while the better a landing page is in terms of focus and keywords the better the ad placement will be, they can also provide traffic measurement through web analytics.

Mr Muendel recommended creating unique landing pages for each social media marketing campaign and to combine these with web analytics.

And a similar process for external blog links was also recommended.

This may be particularly advisable as recent research by ZenithOptimedia revealed online marketing would increase by 10.1 per cent during 2009, with the majority of this growth to be driven by paid searches.

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