Remember when agencies only focused one or two landing pages and A/B tested the crap out of them? Those days are over! Leading product/ marketing managers across the agency world know they need to create more landing pages to drive the consumer - and - win new business for brands.
Brands from a wide range of industries such as automotive, home appliance, and hospitality have many different segments of audiences to target with dynamic landing pages.
Why more landing pages? For brands that are spending over $10k a month on performance marketing campaigns. More landing pages is BIG TIME because as you know...campaigns with 40+ landing pages get 12 times more leads than those with 5 or less (source – HubSpot).
But how exactly do you scale landing pages?
Think about it like this
Let’s take a clothing company - Levi’s - assuming they are working with an agency. The agency wants to build more landing pages. Firstly, consider the multiple locations Levi’s operates both Levi’s owned/ operated stores and retailers who carry Levi’s. These locations could be sites to Levi’s branded stores or retailers that carry Levi’s products, such as Nordstrom, JCPenny, or Sears. Starting with location allows campaigns to be geo-fenced which can reduce cost per keyword clicks. And also sets a solid foundation for segmenting what the company has to offer to various demographics and regions and increases quality scores across the board.
To further “blow out” landing pages, the agency should consider Levi’s customers gender and age as a major search keyword, such as “men’s,” “women’s,” or “children’s.” The next keyword could be item type, which in this case can be “jeans.” The potential customer can be specific about the style of jeans too, which can be boot cut, skinny, slim fit, etc. If they looked up “Levi’s men’s skinny jeans,” they should encounter a landing page with content pertaining to this search query driving the visitor to the local retailer, the e-commerce site or the branded store that carries the specific jeans.
Agencies can manage the entire creative and campaign with a simple Google Sheets integration.
These various combinations of keywords tied to landing pages can lead to 100s if not 1000s of campaign-specific actions that meet the consumer at different moments of purchasing.
Let us show you how to leverage RallyMind to create 10s, 100s, or 1000s of campaign-specific landing pages for your Brands.