Whether it’s a banner ad on Google, a promoted social media post on LinkedIn, or a video ad on YouTube, paid advertising continues to be an effective means of reaching a target market. In addition to promoting brand awareness, ads can be the starting point of a viewer’s journey from prospect to customer. By their very nature, digital advertising spots don’t offer much real estate to communicate everything you want a prospect to know about your brand and your products, sometime just a handful of words and an eye-popping image. It just needs to be enough to incite a click. That click takes them to your website. One of the biggest mistakes a rookie digital marketer can make is to link to the homepage of a multi-page website. The goal is for the user journey to require as few steps as possible to conversion. As a result, the landing page for the ad is your bread and butter. A landing page should provide all the details you wanted to share but couldn’t fit into the ad itself. And, most importantly, it should provide the user with clear next steps. Just like with email marketing, digital advertising should have a concise call to action. PAID ADS LEADING TO TARGETED LANDING PAGES 11
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