When users sees and clicks your ads, they are directed to certain page. This is landing page for your ads.
Your landing page should be relevant to user search queries and should also contain a complete and informative content for the users.
More about Understanding Landing Page Quality
My sister wants to built a landing page. She's a holistic therapist and she has no experience what so ever in web design. What are the most important things that a landing page needs to be attractive enough?
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