What are landing pages and what type work best for CPA Offers?

by Alfredo Zucchi

Types of pages for CPA Offers

We have steadily introduced you to the world of CPA marketing, and how good it is for driving leads into sales and payouts. By now, you know that to get said leads to complete your desired actions, they need to be shown your offer’s page.

Just how do you do it, though? Generally, you don’t get leads to go directly to your offer. To drive the point home, one of the most common forms of promoting CPA offers is through classic display and targeted placement ads, more commonly known as ads run by paid advertisement.

Why invest in paid advertisement when you are trying to earn money in the first place? Well, it all comes down to whether you have advertising space, or if you are on your own. When you have advertising space (such a website themed around what you want to promote) you are set up from the beginning.

What happens to most publishers is that they have to promote their offers through sites partnered with CPC advertising networks, such as the Google AdWords network and Leadimpact.com.

What you get by signing up for such networks is access to loads of sites that will be running your ads. Remember, you are promoting CPA offers, and what you really want to do is drive conversions from the impressions made on every site.

That is why you will need to run a better marketing strategy than just classic display ads, and that is exactly where landing pages come into play.

What is a landing page?

A landing page is, simply put, a minimal version of a browser window with the sole purpose to “land” somebody on a different page, hence their name.

Now, you might be appropriately remembering that the offers you will be promoting are landing pages themselves, right? Well, there is a good reason why you will be driving prospects to your offer using a landing page.

That reason is called intent. When you lure somebody into clicking on a page to check another page, you are instilling a greater sense of commitment in the actions of that somebody. When that person clicks on your landing page, they will be redirected to a new page where they will be able to get something that was promised on a previous page.

That something might be a free app, a free trial period, a gaming invitation, or the promise of a car loan. Whatever it is you are promoting in your offer, you just reflect the most basic info into your landing page with the promise of a greater reward if the visitor would just click on it!

The elements most commonly found in a landing page are the page design and message (both created around the subject of the offer), a call to action button redirecting to the offer being promoted, and a form for submitting simple info such as email addresses.

For CPA offers, there are two types of landing pages that work the most effectively depending on the type of offer that is being promoted, AND the type of product or service offered. Those two types of landing pages are:

Bridge Landing Pages

Bridge Landing Pages are the most common type of landing pages which you have probably run into today. Their popularity stems from the fact that, as a prospect, you’ll only need to click on it once to be redirected to the page or offer being promoted.

They’re also the easiest to design and implement by publishers. Their intended use is to interrupt prospects from what they’re currently doing and get them to check the landing page.

This effect is achieved through the use of attention grabbing background pictures, pictures that strongly contrast with the background color, a full, frontal spaced name for the product or service, as well as a message, or a generously sized call to action button.

You should be taking notes on this for when it’s your time to design your landing pages. All of the above have to adhere to the subject matter of your offer, as well as the individual regulations of each CPA network.

Optin Landing Pages

Optin Landing Pages are a bit different, because they do not necessarily lead your prospects to your offers by way of linking to its default landing page. Instead, they capture, or in CPA terms, “acquire” prospects by getting them to register their contact information.

Most often, and depending of the type of offer and product delivered, this information is limited to email addresses, although sometimes other kinds of info such as zip codes and names are also required.

More sensible information such as credit card numbers and physical addresses are asked for in the offer’s default landing page, that is, when the lead completes the action. That kind of information is never asked for in an Optin landing page, because you don’t want to get blacklisted by the networks!

This type of landing page has two intended uses: to drive leads to an offer by way of a more engaging channel (like email) and to capture the contact info of the lead for direct marketing.

The elements found in this type of landing page is the same as the ones found in bridge landing pages, with the added form functionality. This functionality is to be integrated with the call to action button.

Those are the basic elements of a winning landing page, which you should use for your campaigns. It will entirely depend on the type of offer and the product or service that you’ll be promoting.

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