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Digital Marketing - Study Notes:

What are landing pages?

We’re going to look at landing pages as a starting point of any paid search activity. Before you begin any paid search campaign, you need to know where exactly you’re going to direct your visitors to and how this impacts under search experience and your own business objectives.

In your website, you control this zone. This is your place. You have to have directional calls to action (CTAs) to corral people into the areas that you want them to take action. So whether it’s proceeding to the checkout, adding something to your cart, whatever it may be, downloading a form, direct them in that way.

And good landing pages will be relevant to the ad copy that the person has just clicked in the search results, which will be relevant ultimately to the keyword that they just looked for. So the journey is very succinct and then finalized with that call to action to drive them towards the business objective that you want them to take.

Considerations for a good landing page

Just to recap. The user has a need. And they look for solutions online, they click your ad and because it’s closely aligned to what they’ve just looked for, and then they land on your landing page.

Consider these questions. Does your landing page deliver on the promise of the ad and does it resolve their needs? Work backwards to their need and is it aligned to the ad? So if the ad mentioned something, do we see it very prominently on the landing page? Don’t make it too hard for the user to see it.

In the example here, we can call out some features.

  • In the A section, we’ve got our detailed summary, which is a snapshot of the core elements of the courses that we do here.
  • Then there’s a bit more detail on the product. So once we’ve caught their eye with the elements of the course, we can move on to details.
  • We drive them to call to action button in section C there.
  • D is just that aspirational image to infer the outcome. So this is why the user might believe that this is the correct option for them to take.

Conversion rate optimization

These elements can be distilled into what’s known as conversion rate optimization. This is a process whereby pages are designed to drive as much valuable motion around them and move people into the areas and through the purchase process, and through the funnel as seamlessly as possible using things like call to actions and different behavioral influencing considerations for your landing page. And this is best practice.

Conversion rate optimization is the step that you can take on your website to turn that valuable intent-driven search traffic into valuable business actions. And once you’ve decided on your landing page and optimized it to drive the types of actions you want, you can start looking to build your search campaign.

Begin with your landing page and work backwards towards the consumer. And this is the best process to build and begin your search marketing campaign.

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Cathal Melinn

Cathal Melinn is a well-known digital marketing director, commercial analyst, and ecommerce specialist with over 15 years’ experience.

Cathal is a respected international conference speaker, course lecturer, and digital trainer. He specialises in driving complete understanding from students across a number of digital marketing disciplines including: paid and organic search (PPC and SEO), analytics, strategy and planning, social media, reporting, and optimisition.  Cathal works with digital professionals in over 80 countries and teaches at all levels of experience from beginner to advanced.

Alongside his training and course work, Cathal runs his own digital marketing agency and is considered an analytics and revenue generating guru - at enterprise level. He has extensive local and international experience working with top B2B and B2C brands across multiple industries.

Over his career, Cathal has worked client-Side, in digital marketing agencies and media owners with brands including HSBC, Amazon, Apple, Red Bull, Dell, Vodafone, Compare the Market, Aer Lingus, and Expedia.

He can be reached on LinkedIn here.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


    Paid Search
    Cathal Melinn
    Skills Expert

    This module begins with the key concepts of paid search and demonstrates how to set up a Google Ads account and create a paid search campaign. It explains how to manage a paid search campaign budget effectively and outlines the different methods that can be used to optimize your paid search campaign. It also covers how to measure and report on the success of a paid search campaign.