Growth · Paid-media governance · 04

Landing-page alignment with authority content

Landing-page alignment with authority content sends paid traffic to the pages that answer the searcher’s question with expert-signed depth, rather than to orphan landing pages that say little and exist only for ads. It is needed when paid landing pages are thin, generic or disconnected from the rest of the site, when quality scores and costs reflect that, when visitors bounce because the page does not answer what they searched, or when an authority content program has produced pages that paid traffic should be using. The alignment produces a mapping of ad groups to the authority pages that match their intent, the conversion elements those pages need without compromising their content, measured results against the previous landing pages, and the rule that new campaigns land on real content.