Landing page

In this age of technology, often on our smart devices, we click various links right! We click email links, ads links from Google, Facebook, Instagram, Youtube, Whatsapp, Twitter or such similar platforms on the web. Through these links someone market their products or services which we call ads. Now, clicking on any such link, we land on a page. This page is called a "Landing Page" This is actually a web page that stands alone at a time. It is the page you land after clicking on the link. 

In the context of digital marketing, Landing pages are created specifically for marketing or to run ad campaigns. If web page is the umbrella, Landing page is a small bird sitting under it. That means we can say landing page is the sub set of web page. 

From the above discussion one question may arise in your mind. Can any web page we land upon be a landing page?

Yup, non-theoritically it is correct. But in Google ads and analytics this term is used to signal a page that is - 

Campaign specific

Call to action - only one

Zero website navigation

After landing on the "Landing Page" a visitor may register, sign up or purchase. This is called conversion.