In my experience managing pay-per-click (PPC) campaigns, a frequently overlooked topic is the landing page. Once your users click your ad, where are they going to go? Setting up a structurally sound campaign is imperative, but it is only half the equation. The user needs to land on a page that continues the messaging and call to action that is used in the ad.
Several factors go into creating a good landing page, none of which should be ignored. These techniques will determine how many of your clicks turn into conversions. Conversion rate, as I have previously written about, is a tier one success indicator of how well your campaign is doing. Give your users an effective landing page, and you should see your conversion rates increase.