• http://www.sonomacountyweb.com S.C.W.

    Great post, Carrie!
    I am actually in the process of trying to determine the best method to track results for a client’s direct mail campaign. GA tracking urls are too long to include in the direct mail piece, nor are they meaningful to the viewer, so I think the logical answer is to create a couple of specialized landing pages, as you said, and utilize segments or goals to measure effectiveness of the campaign.

  • http://www.blizzardinternet.com Carrie Hill

    I think for branding purposes its nice to do something like:

    Domain.com/specialoffer

    If you’re not worried about branding, a URL shortener can offer some great tracking information too. I usually use bit.ly or goo.gl.

    Thanks for the comment!

    ~Carrie

  • http://spidermarket.wordpress.com John

    Using bit.ly & trunk.ly can help with tracking. Thanks for the info!

  • http://www.semantic-ad.com S.A.

    Carrie,

    This is an interesting idea — particularly for branded terms and other keywords for which there is not much competition. I look at it as a time management opportunity: Better to spend time developing landing pages for the most competitive keywords, to increase placement and/or quality score.

    BTW, this same principle applies to SEO and social media marketing as well. A keyword with higher search volume is going to require its own landing page (and multiple landing pages for long-tail variants); but in a less competitive area, a single landing page should work fine for multiple low volume keywords.

  • http://www.waisite.com W.A.

    Good article. However IMHO you might not want to allow your landing pages to be crawled by search engines especially Google as they might decide it is a doorway page and not a landing page. For more see this page.
    http://www.google.com/support/webmasters/bin/answer.py?answer=66355

  • http://www.blizzardinternet.com Carrie Hill

    @W.A. – I forget sometimes to be very clear. I’ve never in my life built a doorway page designed JUST to convert with no thought to a user, I forget sometimes people do that crap.

    To be clear, if you’re allowing a user and a search engine to see a landing page – you want it to be designed to convert 200%. Landing Pages that convert are designed for users and designed to make the conversion foremost. If you put quality content, that is NOT SPAMMED with keywords, and has a clear path to conversion with a call to action, you’d never get nailed by the doorway pages filter.

    The key to this technique is to make the page more than just a landing page from a paid ad – make it a conversion-designed-and-tested page.