A dedicated landing page is a page specifically designed, optimized and tested to bring in maximum conversions. Be it a form submission, inquiry, or booking. They also tend to perform better. In most cases, it is shown to convert 300-400% more compared to sending traffic to your main website. These standalone pages are designed for marketing campaigns. They are like the “Ferraris” compared to a website, this is because they load insanely fast on all devices, they are short, focused and push the user to take action.
Most businesses will benefit from driving their PPC ads to dedicated landing pages. The only drawback is that the customers will not get the “full-site” experience, as only the most important information is included on the landing page. E-commerce websites will not be suitable for landing pages and will be better served by sending users to their website to purchase.