Landing pages

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A landing page is a webpage that gets displayed when a user clicks on an ad. For a successful search ad it is essential that the user accepts the offer presented in the landing page. The offer may be to fill a form or purchase a product. In many sense a successful ad is one which can convert a user into a buyer or at least a potential future buyer. Therefore, advertisers closely monitor the metric *conversion ratio* which is a ratio of number of users accepting the offer and the total visits to the landing page. An effective landing page has to be an extension of the *ad copy* and it should provide the same information as promised in the ad copy. In addition, the landing page should have a clear call to action which is practical and beneficial from the user’s perspective.

Ad Copy from Oracle for keyword CRM Software


Landing page when the ad is clicked


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