Thanks for this excellent reply.

I suppose I shouldn’t be so hard on LiveBall. In fact, I would recommend your services to some large Advertisers, on the basis of improving conversions quickly. However, as part of my recommendation, I would also strongly encourage such Advertisers to strive to learn from LiveBall’s talented experts, so they may apply the knowledge and techniques to improve their own website over the long-term. Google’s Website Optimizer (a free tool), can be used by any company to test and improve web pages.

Advertisers must walk before they run. Much of my original post relates to Advertisers with glaring deficiencies in their websites. These should be repaired by the creation of new integrated website pages, not by tacking on landing pages accessible only from PPC ads. About this point, we seem to agree.

Once again, thanks for the reply.

Sincerely,
Chris.

I agree with you that if there are gaps in a site, they need to be filled, and landing pages aren’t the best way to patch up core deficiencies.

That being said, landing pages can have a role in bridging Long Tail messages and special promotions in advertising with the site — a transition that makes sense with a particular ad, but is less relevant or redundant in the context of being a regular part of the site. These advertising-specific landing pages may not be right for everyone, but they have had considerable success for a number of marketers.

If you can quickly build, deploy, and test landing pages inside your existing site, that’s great. We built LiveBall because, for many marketers, the process of deploying new pages is not that easy — particularly for large companies, days or weeks can be lost in IT, site operations, etc. And as you scale up the number of landing pages to match different ads, the management overhead can be challenging, keeping track of which versions of which pages are live and how they’re performing across a series of tests. We hope our product can solve those challenges.

Best regards.