The landing page is an extension of the ad tool. For example, on a banner ad, you have a short message (text, image or both) that incites the visitor to click on it. The landing page is there to reinforce that message, to further inform and convince your visitor to ultimately complete an action.
With a well-built landing page, you get to show your visitor what’s great about the product you're promoting, and why he should sign up.
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