In the early days of SEM the only "Landing Pages" were the home pages of Websites. The notion that through paid search a visitor could be directed toward a page aligned with their search query was a breakthrough unto itself. Over the next few years, several forces came into play that redefined the concept of a Landing Page.
The earliest adopters of SEM had a tremendous advantage. Although marketers paid for their early education, the costs were relatively modest, as competitors were not adding much bid pressure to the situation. As more marketers entered the bidding fray and click prices rose, it became increasingly important to do whatever possible to increase the percentage of visitors who converted.
Not only did competition increase, but so did the sophistication of searchers. They began rewarding sites that were able to reduce the number of clicks between the search result and the correlating Landing Page. This helped fuel the Landing Page concept as it is understood today.
The engines, particularly Google, have also begun to scrutinize Landing Pages for the traffic they are directing to Websites. Built into the Google paid search algorithm is a Landing Page quality score. The higher the score, the greater the likelihood that the page will meet the objective of the searcher. Additionally, the higher the score, the better the odds that the ad will show up higher in the paid results, even higher than advertisers who are willing to pay more for their clicks.
MagnifyAds has a significant amount of experience in creating Landing Pages that convert visitors to customers and that meet the algorithmic criteria of the search engines.