What is a 'landing page' in digital advertising?

A 'landing page' in digital advertising refers to the specific web page where a user arrives after clicking on an advertisement. This page is designed with a clear purpose and often aligns closely with the content and promises made in the advertisement, ensuring a seamless transition for the user.

Landing pages are typically optimized to encourage a specific action, such as signing up for a newsletter, making a purchase, or downloading a resource. This targeted approach increases the likelihood of conversion since the landing page usually contains relevant information and a call-to-action that is directly linked to the advertisement that brought the user there.

In contrast, the homepage of a website is broader and may contain numerous links and information not specific to a particular campaign, thus diluting the effectiveness of a targeted marketing effort. A page with multiple ad options does not direct users to a singular path and can create confusion, while a page that allows users to exit an ad campaign does not serve the purpose of converting the ad click into an actionable outcome. The precision of a landing page in steering user behavior is what makes it a crucial component in digital advertising strategies.