Five reasons your campaign should have a dedicated landing page 

When planning a marketing campaign, advertisers have traditionally focused their efforts on campaign messaging and ad creative, while perfecting their media buys and ensuring their placements were in all the right spots. However, in the ever-evolving digital world, there is plenty more to consider during the early ad-planning stages. Aside from your campaign visuals, your digital presence is critical to reach users, engage them, and turn them into conversions.  

A campaign landing page helps marketers set their campaign up for success, creating a space for digital users to do just that—land. Having a dedicated space for marketers and consumers to collide helps to enforce your campaign’s purpose and creates learning opportunities that can be leveraged for future marketing efforts. 

Limits distraction 

One of the great benefits of having an effective website is that it acts as a catch-all for brand information. In 2024, a website is the first place users will look if they are seeking the basics: contact information, brand mission, products, etc. But in the context of your campaign, what if you don’t want users to see everything your brand has to offer? Cue a campaign landing page, which is meant to point consumers toward the one thing your campaign is meant to do.  

Having users land on the home page of your website might result in them getting distracted or lost in other information. This happens often when home pages lack a clear call to action (CTA) or are conveying information beyond the campaign’s point. Instead, having a dedicated landing page helps to keep users on task, which is ultimately participating in the action you are calling for.  

Ensures creative consistency 

Often, brands develop creative assets relevant to their campaign and may be slightly different from the overall company-wide branding. Keeping consumers visually engaged in your ads is often why they click, making it important to maintain those assets throughout the entire user journey. Landing on a page that doesn’t quite match the ad just clicked may cause confusion, forcing users to disengage. A landing page with visual consistencies, however, helps to let users know they are in the right place and encourage them to convert.  

Reinforces messaging 

A major obstacle that many brands face is getting the message just right in their advertising. With limited real estate within assets and placements, it’s critical to get the campaign’s point across quickly, often with condensed information. Driving users to a landing page allows for brands to expand on their message with the luxury of no limitations on a website. A landing page can express the details of a campaign, whether it’s something like product information or a list of reasons for giving the brand a call. Having the space to paint the full picture of your product will help in answering consumer questions and quickly turn ad consumers into customers.  

Streamlines analytics tracking 

Another major benefit to digital advertising that directs users to a specific page? Data. By sending users to one place, marketers can clearly see the path a consumer took to their page. Having information such as which tactics are driving the most traffic, helps marketers and media buyers to optimize their campaigns effectively and allocate brand dollars accordingly. Even beyond traffic data, having single-use pages eliminates clutter from other areas of a website. With proper landing page set up, marketers can analyze which buttons are being clicked, where consumers are spending their time on the page, and exactly how many are converting against the rest of the page’s traffic.  

Further, having traffic funneled to a singular page allows marketers to have a sample of demographic data specific to that campaign. Marketing pros can take their findings to learn about what their typical consumer looks like—where they are coming from (both regionally and digitally), their gender, and even their age range—and use the information to better plan for future marketing efforts.  

Retargeting 

At its core, advertising efforts in a digital world have changed very little from the industry’s traditional ways. The bottom line is that impressions and frequency typically garner solid results. With such hyper-specific data from the aforementioned streamlined tracking strategy, marketers can target consumers who demonstrate interest but haven’t yet made their purchases. Retargeting those who have previously shown interest using user data from their landing page allows for marketers to gently nudge their target audiences.  

As your target audience makes their way through the marketing funnel, the ultimate place for conversion—whether that action looks like filling out a form, making a purchase, or simply signing up for a newsletter—will be a webpage that drives messaging home one last time. It’s here that marketers can tell their story, answer questions, and make final calls-to-action.  

It’s on this page that the user journey ends—and if done well, begins a new customer relationship.