Landing pages play a very important role in PPC. Just like your keywords should connect to your ad copy, same goes with the connection of your ad copy to your landing pages. I have seen minor tweaks on landing pages that have resulted to much higher conversion rates.
For example, on a campaign that I inherited from somebody, a minor tweak in the landing page increased conversion rate from 7% to 15%. That’s more than 100% increase! The minor tweak I mentioned was just adding dynamic headlines, so that when the ad copy says “selling apple”, the landing page headline should say “selling apple” instead of just using a generic headline for all landing pages.
If you want to do some tests on your landing pages, here are some really good stuff on conversion optimization on landing pages:
Conversion Heroes Part 7: Landing Page Optimization
Your Landing Page Sucks!

