Ognyan Mladenov presents the topic
Effectiveness in online advertising through Landing Pages. Different methods in online advertising.
Statistics in Landing Pages. Measure user behavior. Use tools like Google Analytics. Every piece of user information is exceptionally important: sales, registrations, completed requests; page conversion rate and more. Traffic sources – which advertising tool brings the most users who completed the desired action. What keywords did they use to find you.
Landing Page optimization – several pages are created with small differences and you check which one is more effective. Testing – changing the headline, bullets, images, buttons and more. Different tools are used. Analysis and reporting are extremely important. You need to analyze the results. Feedback must be obtained from the advertiser. A detailed report is sent. New solutions and ideas are proposed for upcoming campaigns. Most common mistakes when running an online campaign: the banner link leads to the homepage; it is not created for the purposes of the advertising campaign; the desired effectiveness is not defined; user behavior is not measured and analyzed; very often the Landing Page information does not match the advertising information. Tips: test; set clear campaign goals; measure Landing Page effectiveness; always create a Landing Page specifically for the campaign objectives; always ask for and seek feedback from the advertiser about campaign effectiveness; advertisers should look for digital agencies; digital agencies should combine internet creativity and media planning; online media should consult agencies about Landing Page possibilities.