I see this question get asked all the time. “Do I need a landing page and why?”
- Stats – Even if you just iframe or frame in the landing page you still get all the statistics on your visitors. This will of course help you in generating invalid click reports if you are doing ppc as well as many other analytical aspects.
- Geotargeting – Depending on the offer geo targeting can be huge. Check out this site for an example. See how at the top it greets the user saying special mobile offer for $state. That is super hot and will help “pre-sell” the user
- Separating out offers – this is probably the biggest single reason IMO to have a landing page.
Lets use for instance the ring tone verticle. There are offers that work better with sprint and not with verizon and there are offers that work with verizon but not tmobile… ect… this is where you need to do your homework.
Another good example is the dating verticle. You have offers for Asian Dating, Interracial Dating, African American Dating, Gay Dating, Mature Dating, etc… You need to separate these offers out.
- Landing Page Quality Score – Its hard to get a good landing page quality score when your just sending it directly to the offer or framing in a page with nothing in the noframes tags.
So then when don’t you want to make a landing page? Well pretty much any time you are adding a un needed step to the buying process. For instance if you are bidding on the keyword of “Verizon Ringtones” Then obviously you do not want to add another step of making the user select Verizon as there carrier. The same would be true if you were bidding on “Asian Dating” for dating offers. You would still want to host the site so you can get analytical data but just frame it in.