Pages and tests
Bridge page
Updated
A bridge page sits between the ad and the offer. It is often an article or a quiz. Its job is to give a reader a reason to act before the booking or sign-up page. It is also called a pre-lander. MGID (Oct 2021) describes the path as the ad, then bridge pages "(such as editorials, quizzes, etc.)", then the sales landing page.
An advertorial is one kind of bridge page. The risk is the extra click: if the bridge page doesn't keep the ad's promise, readers leave before the offer. Example: Barceló Hotel Group linked each ad to an article in its "Pin and Travel" magazine. Readers went on from there to its hotels (Taboola, Aug 2023).
Related: advertorial · landing page · partner referral