X marks the spot to land, but is it an big X?
Is your x-marks the spot an big 'X' or a lowly lower-case 'x'? The difference is performance. Landing pages need to be marketing singularities. Each one has one purpose, and needs to be optimized for that reason alone. What is the one thing that you want the user to do while on that page? Set that goal, and design the page so that is the action most often taken. Each keyword needs to have it's own uniquely optimized landing page, and I would suggest A/B testing them. This will help in measuring and in conversions.
Also, it's important to create trust with the search engines for your landing pages. Your landing pages are more effective is they have viable content, and are linked to from the main site (in the site map UI page), and make sure the landing pages are in the sitemap.xml file. This will help your campaign because you are establishing more trust with the search engines and they will serve your ad more readily.
