Online Advertising: “Landing Page” Pay Per Click campaign

Posted by Bart on June 16, 2011

I haven’t found anything about this in English on the Internet. French call it “Clic d’arrivee” : Arrival Click (where a Landing Page is a “Page d’Arrivee” in French, Arrival Page).

The “Landing Page Pay Per Click” campaign is a CPC campaign where a click is paid only when the Internet user loads completely the Landing Page.

Sometimes an Internet user clicks on a banner or in an Email but never actually “lands” on the Landing Page: either because the page doesn’t load correctly, or because it loads to slowly, or because the Internet user changes his mind, etc.

A “Landing Page” Pay Per Click campaigns means that the Advertiser or the Agency not only tracks the click, but also the loading of the Landing Page. To achieve that, the Advertiser or the Agency puts a pixel on the page. The click is only counted (and paid) if the page is loaded completely and the pixel fires.

Standard PPC campaign (Image Credit: PublicIdees)

“Landing Page” PPC campaign (Image Credit: PublicIdees)

The benefit for the Advertiser is to pay only for “useful” clicks. It is also a solution to avoid Click fraud, when people click on Ads only to get paid.

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