In the last article on Google AdWords we talked about three core pay-per-click elements: keywords, ad text and landing pages. In this article we will delve deeply into landing pages, since that's where conversions actually take place. This article is the third part of a four-part series.
Landing Pages
The landing page is the page that visitors see after clicking your ad. The design, sales letter, headline and feel of the landing page is crucial to your sales. If the landing page does not entice interest and teach visitors more about your product/service, then you are wasting dollars on clicks that will bring in no money. To make things clear, this is what pay-per-click sales flow looks like:
Keywords help you show your advertisement to the most qualified customer prospects. Better keyword lists mean that more qualified traffic will see the ad. Broad keywords and a lack of targeted keywords simply mean that the wrong audience will see the ads.
Advertisement headlines and ad text are what gets the click. Make no mistake; the ad itself only gets the clicks, but does not deliver sales. The advertisement is there to create curiosity in a qualified customer, enticing them to click and get through to your landing page.
Landing Page is where sale occurs. The landing page must convince a visitor to buy/download/sign up/click through further in the sales funnel. The landing page is your virtual sales person, and just like a real sales person, it must perform to make profits.
Google Optimization 
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