Landing page: The destination page on your site that viewers are sent to once they click on your ad. This does not have to be the homepage. E.g. www.news24.com is the homepage but www.news24.com/World could be your landing page for a sponsored link promoting world news on News24. When creating a PPC ad, the advertiser displays a URL (and specifies the exact page URL in the code) on which the searcher will land after clicking on an ad in the SERP. Landing pages are also known as “where the deal is closed,” as it is landing page actions that determine an advertiser’s conversion rate success.