You may have read that Google Adwords and Facebook Ads recommend a landing page along with their online ads. Every marketing agency knows this all too well. It’s not so they can increase their billing, but they understand the power of conversation versus wasting ad budget money.

If I had a dollar every time a small business says they will do their own Google Adwords or Facebook ads and direct the ads to the website, I’d be a rich man. What I always hear them say after they’ve tried it for a while, is that these ads are a waste of money because they had no results.

It’s best to start by explaining what a landing page is. A landing page or marketing page is usually a hidden page on your website that online ads are directed to in order to help convert ad clicks in actual dollars.

Why can’t you just send the ad clicks to your website? It’s been proven that ads sent to your website do not show the results and do not provide good ROI (return on investment). Why? It’s because landing pages have key components to encourage viewers to stay engaged and to move to action.

Here are the components required and why: to begin with, the landing page needs an engaging capture line and image to keep them reading. Usually this page should identify a problem, provide a solution and then expand with some key benefits. All this needs to lead to a call to action that matches your business model. (buy now, get a free trial, book an appointment etc.)

Suggested Components

  • no website navigation
  • social icons or sharing
  • captivating catch line
  • relevant photos
  • key features
  • 2-3 different call to actions

So take the advice from Google, Facebook and the professionals, design your own or have a landing page created so that your ad money is not wasted. You want your ads to convert from clicks to conversations to increase your business revenues or exposure.