"In online marketing a landing page, sometimes known as a lead capture page, is the page that appears when a potential customer clicks on an advertisement or a search-engine result link. The page will usually display content that is a logical extension of the advertisement or link, and that is optimized to feature specific keywords or phrases for indexing by search engines.
In pay per click (PPC) campaigns, the landing page will also be customized to measure the effectiveness of different advertisements. By adding a parameter to the linking URL, marketers can measure advertisement effectiveness based on relative click-through rates."
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