Definition
A landing page or destination page is the web page at which a searcher arrives after clicking on an ad.
When creating a PPC ad, the advertiser displays a URL (and specifies the exact page URL in the code) on which the searcher will land after clicking on an ad in the search engine results page (SERP).
Landing pages are also known as “where the deal is closed,” as it is landing page actions that determine an advertiser’s conversion rate success.
Bounce rate represents the proportion of visits that end on the landing page of the website.
A gateway page or doorway page is a web page specifically created in order to obtain rankings within the natural listings of a search engine. These pages generally are filled with keywords and are meant to funnel surfers into the main website. This practice is generally considered an outdated spam tactic. This term is not to be confused with a landing page.
References
- SEMPO. SEM Glossary, sempo.org.
- American Marketing Association, AMA Dictionary.