The ABCs of Ad Agencies: L

Working with an advertising agency often means measurable results, friendly customer service, and creative ideas that drive brand awareness. But it also can mean confusing jargon. Here are some common terms you may come across while working on your next campaign.

Landing Page

When you run a digital ad or post a link to Facebook, the webpage that a person “lands on” when they click is called a landing page. The goal of the landing page is to convert the user into a customer or sales lead, so choosing (or creating) the right landing page is important to the success of a campaign. If your ad targets women searching for wedge sandals, for example, linking the ad to a landing page for running shoes isn’t going to get you the conversion you’re looking for. Landing pages can also measure the effectiveness of non-digital campaigns. For example, creating a campaign-specific landing page for a direct mail piece, like www.product.com/mailer, will help you track how many people who received the mailer visited your website.

Layout

While “layout” simply means how elements are placed on a page, you may also hear it referred to as a step in the creative process. Once a project’s strategic direction has been decided on by the client and the account manager, it gets sent to the creative department to get created. The copywriters develop the messaging and write the copy, and then send it to “layout,” meaning the art directors and graphic designers take the words and ideas and turn them into something tangible.

Lead Generation

Lead generation is vital for growing a business. It is a way to cultivate interest in potential customers, investors, or clients and get them into your sales funnel. Today, there are many ways to generate leads digitally. A common tactic is offering prospects a discount or coupon code in exchange for joining your email subscriber list. Other ways include publishing downloadable white papers and articles, hosting a webinar, sponsoring Facebook posts, or partnering with social media influencers. The possibilities are endless—and can be overwhelming if you don’t have the right strategy in place. If you’re looking for creative ways to up your lead generation game, contact us—we are here to help.