landing pages so what is your landing page well pretty simple this is where someone lands after clicking on your ad let’s talk about some types of landing pages so the first one that I want to mention is actually a very common mistake that people make when they’re doing paid ads for the first time and that is sending people to your homepage so this is an example of a homepage of biotrust very popular company and it kind of you can see it’s it’s meant to give someone an overview of your company you might think that that’s a good place to send people from a paid ad but it’s almost certainly not it’s almost always a terrible place to send your potential customers because you want to speak to where they’re at when they search for that keyword and not you know you don’t want to give them an overview of your whole company you want to speak to exactly what they were searching for so we’ll talk about that more later but this is one example of a landing page traditionally it’s the worst example unless you’re bidding on your own branded keywords so if you’re bidding on your brand then it’s fine to send them to your homepage although probably there’s still better option but anyways this is a common mistake that people make people don’t send people to your homepage not a great idea but that is a potential place you could send people all right so the next option is an opt-in or a lead capture page this is a template example from optimize press but basically the whole goal of this kind of page is to collect a lead is to generate a lead is to collect someone’s email address maybe their name maybe their phone number maybe more details about them and then exchange that information to you for some sort of you know result whether they get a you know a free estimate or they get an e-book that you’re sending them or they get to talk to you on the phone then this is a very good example of a great place to send people from bing another example also from biotrust this is a much better example of where to send someone who’s clicking on certain keywords which is to a very specific product page so this is about the biotrust low-carb product and so you can see it’s focused it’s only focusing on this one product which is a much better use of your advertising dollar is to send it to one specific focused thing for that keyword so if the keyword was you know low-carb protein powder or whatever this is yeah best low-carb protein power I mean that’s the sub headline here is even a great keyword I mean that’s probably just a big keyword and the search engines best low-carb protein powder if you were bidding on that keyword you know that phrase this would be a great page to send them to because it’s all about just one product as one focus and that is the their version of the best low-carb protein powder so this is a better example this is a product page now another example is a sales page you may see all sorts of different sales pages this is you know it’s gonna do some work of convincing someone you know why they need the product basically they can be videos you’ll see video sales letters sales pages are like long 45 minute long videos you can see a long written sales page where it talks about the problem that the person is having and then presents the the product as a solution but it’s not strictly just you know focused on that product so if you look back on this page the product page it’s really just all about the product I mean yes there are gonna be benefits and stuff throughout but by the time someone’s reached this page they’re pretty sure that they’re interested close to interested in this product when someone lands on this page they could be doing anything and the goal of this page is to convince them that what they need to be doing right now is to pay attention to their problem and get this product as a solution to their problem now here’s another sample is a pre-sale page this is more relevant to you probably if you’re doing affiliate marketing but it’s just a valid type of landing page for any market really but basically it’s kind of like taking someone from even sort of colder in the buyer intent thing which we’ll talk about later but it’s really just introducing the problem to them you know reducing joint pain in this in this case it’s not talking about a product it’s not even really trying to agitate the problem and sell something it’s just kind of like nudging them in that in that direction and yeah so another landing page you can have from a Bing ads ad is a phone call which is weird I mean obviously you’re not actually landing anywhere but there are there is a type of ad that is for pay per call so you basically pay every time someone calls your phone number this is really really good for local businesses also there’s a whole branch of affiliate marketing that just does pay per call ads and Bing is a great platform for that so basically you can run ads to people’s cell phones you know mobile devices and they can click a button to call any number that you want and there’s like a whole separate tracking thing but just wanted to present that that is another potential landing page you could send people to is your phone number so which one should you use well generally it obviously depends on many factors it depends on the buyer intent which again we’ll talk about very soon you should start where you’re at you know if you don’t have you know focused landing page then you can start with your home page but honestly it’s not a great place to start for almost any keywords so it depends on whether your affiliate marketer or your an owner of the business or product or whatever and another good rule of thumb which we’ll talk about a lot more throughout the program is ad hacking or funnel hacking which is basically modeling what works to know where to start