1.3 What kind of traffic to send to your landing pages

Now that you know how landing pages will help you improve your marketing campaigns, you might be wondering how to get eyeballs on ‘em.

Good question. While your main website should attract organic traffic and accommodate every type of visitor that ends up there – your landing pages are built for targeted, campaign-specific traffic.

You’ll link to your dedicated landing pages each time that you:

  • Direct traffic from promotional emails or an email campaign where you have a specific campaign goal like registering for a webinar, downloading an ebook, or scheduling a consultation
  • Link to a page in campaign-specific social posts like a contest or event registration, and
  • Run traffic through pay-per-click (PPC) ad campaigns which allows you to build focused, relevant pages and narrow your visitor’s attention to a single call to action. PPC and Landing pages are like PB and J: made for each other. Because you can build a dedicated landing page for each of your ads and ad groups, landing pages will help you improve things like page relevance, time on page, and click-through rates, which can massively improve your cost per click (and save you a ton of money!).

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