Many b-to-b search advertising campaigns are designed to generate online leads. Typically a company's search ad promotes a specific resource or downloadable asset. Searchers clicking on an ad are presented with a highly tailored landing page that includes a registration form which must be completed in order to receive the item. The most common example is the promotion of a company's whitepaper. Marketers also use search ads and registration forms for virtual tours, research papers, client case studies, software downloads and Webinars or other events.
In general, the amount of data required on a registration form should be commensurate with the value of the information or item delivered. For example, people will provide only minimal personal information to download a marketing brochure -- but are willing to provide more data for a piece of valuable industry research.
A common mistake many search advertisers make with their landing pages is to require too much personal information up front... before anything of value has been delivered and before an initial relationship has been established. But you still need information—just what does the perfect online registration form look like?
Many b-to-b search advertising campaigns are designed to generate online leads. Typically a company’s search ad promotes a specific resource or downloadable asset. Searchers clicking on an ad are presented with a highly tailored landing page that includes a registration form which must be completed in order to receive the item. The most common example is the promotion of a company’s whitepaper. Marketers also use search ads and registration forms for virtual tours, research papers, client case studies, software downloads and Webinars or other events.
In general, the amount of data required on a registration form should be commensurate with the value of the information or item delivered. For example, people will provide only minimal personal information to download a marketing brochure — but are willing to provide more data for a piece of valuable industry research.
A common mistake many search advertisers make with their landing pages is to require too much personal information up front… before anything of value has been delivered and before an initial relationship has been established. But you still need information—just what does the perfect online registration form look like?
More Stories
3 Ways to Maintain Your Company’s Online Reputation
Three Ways to Maintain a Steady Flow of Content Ideas
Search Engine News from this week