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Landing Pages and Integration into Web Site Navigation

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# 1
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I know there is a lot of discussion about landing pages and their relevance to ads.  I take from this that you should have a handful of landing pages.

 

My question:

 - Should landing pages tailored to specific Ads be available in the general navigation of the website?  

 

What if a person visits your site via AdWords and lands on a specific Landing Page.  But then they go to a different device/computer and go to your site - but they are not able to find the landing page.  Or should landing pages always be integrated into the general navigation of the site?

 

 

 

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Marked as Best Answer.
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Accepted by topic author Mark S
September 2015

Re: Landing Pages and Integration into Web Site Navigation

[ Edited ]
Top Contributor
# 6
Top Contributor


general rules-of-thumb --

for strategic advertising, such as building a brand --
integrate the landing-page both into and out from
the general website and its overall navigation;
i.e. both incoming and outgoing links.

for tactical advertising, such as a relatively short-term sale --
integrate the website navigation out from the landing-page
but, not into the landing-page and prevent the page from
being crawled or indexed by search-engines;
i.e. only outgoing links when appropriate.

both types of landing-pages should (must)
be relevant with respect to the ad copy.

 

see also

http://en.wikipedia.org/wiki/Responsive_web_design

 

please note the caveat on crawling --

https://www.en.adwords-community.com/t5/Basics-for-New-Advertisers/Landing-Pages-and-Integration-int...

 

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Re: Landing Pages and Integration into Web Site Navigation

Top Contributor
# 2
Top Contributor

Mark;

The landing page must be relevant to the ad (and of course to the search term which was matched to a keyword)

The relevancy of a search term to a keyword to an ad-copy and then to the landing page is  a fundamental idea in Adwords.

Now, whether the landing page (relevant to the ad) is part of the site, or  is set outside the website, on a separate landing page,  is  a matter of preferences, the type of products / services offered, resources, marketing considerations, special promos etc...

 

No matter whether the landing page is separate from the website or  part of the website,  it always must be mobile optimized. This is also as standard practice  in our "mobile era"...

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Landing Pages and Integration into Web Site Navigation

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# 3
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So then it is "acceptable" that a person can click on an Ad but not be able to ever see that page again? (except if they click the "Back" button)

Re: Landing Pages and Integration into Web Site Navigation

Top Contributor
# 4
Top Contributor

I am not sure I understand you - when a user clicks on an ad - the user MUST land on a webpage (mobile or desktop). Providing a  live landing page URL is  essential  for the ad to be approved.

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: Landing Pages and Integration into Web Site Navigation

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# 5
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Correct. So is it ok to have landing pages that ONLY serve as Adwords Landing pages:
- There are no links to them from other pages within the site.
- They are not included within the sitemap.xml (or maybe they can -I don't know if landing pages should be included or not).

The way I see it, your landing page needs to be highly relevant to your ads. So if you have 10 different ads, all with different landing pages, should each of those landing pages just be solitary pages with no links to them?
Marked as Best Answer.
Solution
Accepted by topic author Mark S
September 2015

Re: Landing Pages and Integration into Web Site Navigation

[ Edited ]
Top Contributor
# 6
Top Contributor


general rules-of-thumb --

for strategic advertising, such as building a brand --
integrate the landing-page both into and out from
the general website and its overall navigation;
i.e. both incoming and outgoing links.

for tactical advertising, such as a relatively short-term sale --
integrate the website navigation out from the landing-page
but, not into the landing-page and prevent the page from
being crawled or indexed by search-engines;
i.e. only outgoing links when appropriate.

both types of landing-pages should (must)
be relevant with respect to the ad copy.

 

see also

http://en.wikipedia.org/wiki/Responsive_web_design

 

please note the caveat on crawling --

https://www.en.adwords-community.com/t5/Basics-for-New-Advertisers/Landing-Pages-and-Integration-int...

 

Re: Landing Pages and Integration into Web Site Navigation

Follower ✭ ☆ ☆
# 7
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Thank you. This is more or less what I was wondering. Especially in regards to bots and crawlers.

Re: Landing Pages and Integration into Web Site Navigation

Top Contributor
# 8
Top Contributor

first, you're welcome.

note that there should be a caveat -- that the adwords
bots must be able to crawl the landing-pages to verity
all the contents adherence to all the rules and policies.

crawling can be prevented for all other robots -- or,
simply allow all crawling but do not allow indexing --
is usually the more straightforward technical solution.