In online marketing, a landing page is sometimes known as a “lead capture page”, “static page”, or “destination page”. Whatever you call it, it is a single web page that appears in response to someone clicking on a search result or paid-for advert, marketing promotion, marketing email, or an online advertisement with a “call-to-action” clickable link. Landing pages serve one purpose: getting website visitors to convert to a lead and (hopefully) a customer. They typically have bespoke content and messaging promoting one solution, topic or campaign, so it instantly grabs the attention of your audience without any of the noise of a full website.

Search Engine Advertising. It is also called ‘Pay-Per-Click (PPC)”, “Paid Media”, and “Search Engine Marketing”. Every search engine offers premium space in their search listings for businesses that are willing to pay for that real-estate. This is usually the first, second or third position in search results on specific searches and keywords that users type into the search engines. You can tell the listings that are presented to the user that are paid for rather than organically listed, as the search engines will present ‘Ad’ or ‘Sponsored Content’ next to the listing.
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To buy this premium space online, you can bid on key search terms. The amount you pay depends on the volume of searches each month and the competition for that premium space, which pushes the price up or down.
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The Search Engine Advertising we offer in our packages is through Google. This is the most known and used in Europe and many other markets. As part of your package, we analyse the best search terms for you to bid on and spend time making sure you’re investing your advertising budget in the most optimised and efficient way, to gain the most return on your investment.

We find the best keywords based on three principles: relevancy to your business, volume of searches each month on keywords, competition on keywords.
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If there isn’t enough volume of searches, then no one is looking for the keyword. If there is a lot of volume but high competition, this will make Google adverts very expensive. If it’s not relevant to your business, then we shouldn’t be focusing on it as a keyword or phrase. We look for the sweet spot in the middle of these three considerations.

Long-tail keywords are phrases that people type in to search engines as they start to narrow their research. Most people start broadly - for example, they might type in “white trainers”, then have too many options and decide to add more detail. They’ll then search something like “white trainers that are good for long distance running”. This will help them find the most relevant results and the businesses that appear in the search results will be getting a very narrowly targeted and relevant visitor to their website.

It’s really a highly targeted numbers game. By running advertising in search engines, we’ll be able to target businesses on your behalf that are looking for telephony solutions and searching on specific terms around those solutions. By bidding on the right keywords and optimizing the search terms your advertising spend is bidding on, we’ll achieve a number of ‘click-throughs’ on those adverts by your potential buyers. The more you spend, the more volume of visitors you’ll achieve.
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Note: We work to make sure you maximise the clicks on your links for the budget you spend on search advertising.

We don’t, and you will have some visitors land on the page, realise it’s not for them, and leave straight away. This is what’s called a bounce rate, which all search engine marketers have to contend with. Part of our job will be to reduce that as much as possible. How? We build conversion-ready landing pages, with messaging that matches and follows a natural flow from the advert copy we also write on your behalf. This messaging will be punchy and grab attention, compelling as many visitors to your landing page to buy through your webshop, as we can get for you.

As part of your package we’ll send a full report once a month, detailing the performance on the previous month. This will show click-through rates, best performing keywords, conversions and any adjustments we’ll make in the coming months to optimise your advertising campaigns.

You'll get a welcome email from our partners Radial Path, who will also ask you for the following:

- Company logos and any graphics you can provide them with in a high resolution format.
- Any tone of voice, branding or messaging guidelines you wish to supply them with to guide their design and copywriting (don't worry if you don't have this).
- Any specific requests regarding the links on the landing pages they'll create for you and where they should point to.
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There are no webforms on the landing pages, nothing for visitors to download, and we'd be building the Google Adverts and landing pages in tools external to your website in order to keep things as simple as possible and your input minimal from a technical perspective. But if there is anything unique about your marketing or website setup, the Radial Path team will discuss this with you.  

If you want to run campaigns in more than one language, then simply add on the additional setup and monthly management fees that apply to your package.  This is only an add-on option and not sold separately.

If you only want to add on another language to one of your campaigns, then use the pricing for the basic package multilingual add-on.

If you already have a Google Adwords account, then Radial Path will ask you to grant their team access to setup and manage new campaigns for GYS.

If you don't have an existing Google Adwords account, Radial Path will create one for you then grant you access for entering your billing details so you will be charged directly from Google for any advertising spend. This will also give you access to billing information and invoices.