Let’s move away from talking about the actual AdWords ad setup and implementation for the meantime, and focus on the landing page. After you’ve composed that perfect headline, and set-up your campaign with the most appropriate keywords, the next thing to worry about is the landing page, or the page that users would actually see when they click your ad.

The landing page is especially important since this will form the first impression of your users after they click on your ad. They’ve been attracted by your ad so much that they’ve clicked it already, now it’s time to test whether they will find your products or services interesting.

Some tips to keep in mind:

What not to do . Don’t direct to your main website! Chances are, you are targeting your advertisement for a specific market or client type. However, your website might be too generic, and could offer all your products and services in one go. So this might lead to confusion among your readers.

What to do. Do create a special sub-page for each of your products and services, and direct your prospective clients to this URL. This way, they will see exactly what they want to see from clicking your AdWords ad. They will find exactly the product or service, or even website that they expect.

Above is a sample of ads displayed for “peanut butter.” Now if you sell other foodstuff aside from peanut butter, it would make sense to direct your prospective customers to your web page specifically intended only for peanut butter.

We have more specific landing page tips in store, next.