Posts Tagged deep-linking

Landing page selection is an art.

When it comes to choosing landing pages for paid search ads, there is only one rule which must be followed: the page must be relevant to the user’s search query.

Other than ensuring a highly relevant user journey is delivered, there are no clear rules explicitly stating how a landing page should be designed, structured and styled, nor is there a landing page formula which works for everyone. Landing pages selection is about finding out what works best for your business, products, services, target audience, keywords and ads, through ongoing testing and optimisation.

Landing page performance will therefore vary depending on countless numbers of variables, making landing page best practice ambiguous. That said, it is important to be aware of the reasoning and implications behind any landing page strategy, to enable more informed landing page selection and more insightful testing and optimisation when comparing one landing page to another.

So to better understand the issues which arise when choosing landing pages, let’s consider one common dilemma which a large number of advertisers face: whether or not to deep-link.

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