Pages and tests
Landing page
Updated
A landing page is the web page people reach after they click an ad. Google judges a landing page by its relevance and usefulness, how easy it is to use, and whether it meets what the ad promised. The FTC (Dec 2015) says a native ad's landing page needs its own label unless it is obviously an ad.
In native advertising, the landing page can be an advertorial rather than a booking page. A reader who clicked a story headline may expect a story, not a booking form. Example: a hotel's ad about a spa weekend should land on the spa weekend page, not the home page.
Related: advertorial · split test · conversion rate