A landing page is a web page where you first send traffic that is relevant to your products or services. The better your keyword matches the first thing they see on the landing page the more likely you will sell that product.
Another cashflow benefit is the cost your CPC will go down because the search engine detects the quality of the user's experience. Better quality ads to better landing pages get much better CPC's. They look at the quality of things like the time on site, bounce rates, etc. to determine what discounts are applied to your CPCs after your bid price is met. For example, I might bid $50 to get to position 1 and after the quality factors are applied, I only pay $0.50. This is a huge discount!
Directing People to what they want makes them much more likely to buy your product or service than simply throwing random products at random customers. When was the last time you peeked into a store only to tell the clerk "Just looking." On the web those "peeks" cost money.
High quality landing pages have good conversion rates, low quality landing pages don't make any sales. Things high quality landing pages have in common are:
- Relevance of the page contents to both the product and the keyword.
- Clean and uncluttered. Customers need to quickly see what they are looking for.
- Page should have a "call to action" that compliments the call to action in the ad copy.
- Navigating to make a purchase should not be more than 1 click from the landing page.
