Landing page (lander)

The landing page, or lander, is where a click "lands". In search arbitrage it is the operator's own page, and its job is to turn a curious visitor into someone who clicks a search ad.

There are a few standard designs. A content page is a short article with related search terms placed in or around the text. A keyword lander is a bare list of keyword buttons. A search results lander shows sponsored listings straight away. Some funnels put an extra Pre-lander in front.

Two numbers describe how a lander performs: Lander CTR, the share of visitors who click a keyword, and Ad CTR, the share who then click an ad. Buyers improve both through A/B testing.

The lander is also where most policy trouble starts. Platforms on both sides check that it delivers what the ad promised. A lander that hides its purpose, pushes people to click or carries too little real content risks a policy violation, and Google requires a mock-up to be reviewed before related search units go live on content pages.

Think of it like this

If the ad is a shop's window display, the landing page is what you see when you step inside. If it looks nothing like the window, you walk straight out.