One of the big mistakes that many Pay Per Click advertisers make is to direct the adverts destination URL to their home page.

If you're paying for the click you want to make it as likely as possible that the customer performs the action that you're aiming for - whether that be to leave contact details or to buy a product.

The easiest way to increase your conversions is to create a bespoke landing page for each group of adverts. Jayson spoke a bit about landing pages in general - but here are my top tips for PPC landing pages:

• Ensure that the landing page is consistent with the advert that the prospect clicked on.
• Ensure the landing page immediately offers the info that the advert mentioned.
• Any sign up details should be as a simple as possible.
• Create a clear flow in the text - multiple columns can be confusing and distracting.
• Keep the landing page in keeping with the style of the site but reduce navigation options to try to slow the user skipping off the page.
• If your navigation is on the left of your page - consider moving it to the right. It is less prominent and less eye catching on the right.
• Create a strong call to action
• Ensure that the action you want the prospect to perform is obvious and visible "above the fold" of the web page.

And finally...

The landing page doesn't have to be part of the site - it can be in a folder that the search engines don't see - entirely created for the purpose of PPC so don't worry if  parts of it are out of keeping with the rest of the site.