Using Landing Page Testing to Influence Offline Ad Campaigns
Great post today on the Search Engine Watch blog: not all landing pages are created for paid search campaigns. As our clients know, landing pages can be created for offline advertising on television, radio, and magazine ads.
(For example, here is a link to our Tourism BC Case Study highlighting precisely this point – which is mentioned in the posting itself.)
But best practices still hold: you should not just create the landing pages – you should test them as well to ensure you get the highest possible ROI from that investment.
And the next part is wonderful, as it reinforces something we have often blogged about: Google’s Tom Leung is quoted saying that marketers “can use landing page testing as a ‘bargaining chip to get a seat at the table with other marketers in your organization’” This is because the information gained from testing is highly useful to all your marketing colleagues planning offline campaigns.
