Which pages to target for advertising

[suchona.kani.z]

A number of factors play a role, one of the most important being attention ratio. For example, Oli Gardner, a world expert on conversion optimization, talks about attention ratio:


The attention ratio indicates the ratio between how many actions a user can realistically take on a website and what reaction they should make.

The conversion potential of a page is very important. This is especially true for landing pages that you are targeting with advertising campaigns (whether from PPC or Facebook). Therefore, it is better to direct users from an ad to a specific landing page rather than to a service page. On a landing page, you can significantly reduce the number of actions that would distract users.

It's great if you can achieve a 1:1 attention ratio. Such a page then has one goal and that's the only thing the user can do on the page. Remember this simple rule: Every page should have one goal and direct the employment database user to that goal as much as possible.

The more general the page, the more actions you can take on it. Take your homepage for example – it usually serves as a kind of signpost.

There are basically 4 types of pages that you can target with ads:

Home page
An internal page on a website (for example, it can describe a service)
Landing page
Microsite focused on a specific campaign
We will show 4 pages on aitom.cz and calculate the attention ratio.

Home page attention ratio:
On the page, you can click on each item in the menu, select a reference, service and other links are located in the footer, a total of 35 actions can be performed.

The homepage is still relatively good - imagine the homepage of a large e-shop or information portal, where it will undoubtedly be possible to perform more than a hundred actions.

The resulting attention ratio is 35:1.

Such a page is therefore the least suitable for targeting advertising.