A valuable piece of information you can capture in your landing page is the keyword the user searched for. Find out what keyword your Adwords consumers used. You'll discover what keywords are bring consumers to your website. You will learn exactly what consumers are looking for when they come to your website.

Using the strategy of having one keyword per ad group should already tell you what the consumer was looking for. But, if you use phrase or broad match, you may not have the complete search term. This information is valuable, since it will tell you what term consumers use to find you ad. You'll discover what niche is bring consumers to your website. You can then use this to target other similar keywords. Plus you can alter your landing page for the search term.

The technique uses Adwords dynamic keyword insertion. Adwords assumes you have more than one keyword per ad group, and therefore can't insert one keyword out of many into the ad. Instead, Adwords uses the search term for it's dynamic keyword insertion.

That means you whenever you use the {keyword} in your ad, Adwords will replace it with the consumers search term. Using it can tell you exactly what your visitors are searching for.

You simply use this in the url for your landing page, in the form a querystring parameter. A querystring parameter is a piece of information you can pass to a url as a key-value pair. It's part of the url, but doesn't affect the path or page name. You will need server side scripting, like PHP or ASP.NET to take advantage of the technique.

For example, perhaps your landing page is [domain]/myPage.aspx. You can add the querystring like [domain]/myPage.aspx?search={keyword}. When Adwords displays your ad, it will replace the token with the search term and it will now be a parameter passed to your page.

You take the search term and add it to a database so you have a record of every search term used to reach your website. You will learn exactly what consumers are looking for when they come to your website.

The headline is perhaps the most important piece of your landing page. It is the first thing a potential customer sees. It is also the first marketing message your deliver. The goal of the headline capture the visitors attention and compel them to read the rest of your sales copy.

The best way to capture a visitors attention is to demonstrate your landing page is relevant to the search term. If a visitor believes the landing page will satisfy the reason for the search, they are more likely to remain on the page. If you can display the visitors search term in or around your headline, that will convince the customer that you landing page is what they are looking for.

Assuming you only one keyword in your ad group, or at least on a few terms centered around a single keyword, you can put that single keyword on your landing page. If you can incorporate that kewyord into your sales copy, the more likely the visitor will stay.

Adwords Dynamic Keyword Insertion provides a more flexible means of determining the visitors search term. First, you add a querystring parameter to your destination url. The parameter could be named something like "SearchTerm". Then, use Dynamic Keyword Insertion to to supply the value of the parameter.

Dynamic Keyword Insertion will replace the Adwords tokens with the search term the user searched for. This means that the destination url will contain the exact search term. This is more targeted than putting your keyword in the landing page.

Your landing page must be able to generate dynamic content. You want your landing page to check for the SearchTerm parameter in the querystring. If found, display it as your headline or part of it.

This technique will make your landing page more relevant for your users. You should get an increase in conversions.

You earn money when a visitor converts. Until your visitors convert you are spending money. No matter what your conversion is, either sell a product or collect and email address, you want a visitor to take that action. Your landing page must convince the visitor to convert. The following are several ways which you can increase the conversions of your landing page.

•   Do research.
Build your landing to speak to your ideal visitor. Keep everything the page geared toward that ideal visitor. A landing page trying to capture a broad spectrum of visitor attention is destined to get a lower conversion rate.

•   The headline is important.
Your landing page headline is perhaps the most important marketing message your landing page can have. You can be guaranteed that almost every visitor will read your headline, even if they read nothing else. Grab their attention with the headline.

•   Match the landing page to your AdWords Ad.
Having your keyword in the landing page headline will get the visitors attention. It will tell the visitor the page is relevant to what they searched for. This will increase you chances of the visitor remaining on your page and reading the rest of your sales copy, and converting.

You can use Adwords Dynamic Keyword Insertion to pass the search term to your landing page as a querystring parameter. This will allow a dynamically generated landing page to use the visitors search term in the headline and sales copy.

•   Give the visitor only one option, the option to convert.
Remove any navigation links, outbound links and advertisments from your landing page. Make sure the visitor doesn't get distracted by some other link or message. You want to them to convert, and only convert. This means keep your message to a single page.

•   Remove unecessary graphics or features.
Again, you don't want to distract potential customers from your message. Get rid unneeded graphics, CSS or javascripts. Keep your message simple and focused. Removing unecessary elements should also increase the page loading time. You don't want to lose a potential conversion because your page was too slow to load.

•   Give the visitor every opportunity to convert.
Don't have only one conversion link or form at the bottom of your page. Make sure your visitor doesn't have to search for the conversion opportunity. Popup windows and DHTML windows provide great ways to attract attention and convert.

•   Use Testimonials
Consumers like Testimonials from third parties. For some visitors, Testimonials may be more persuasive than your sales copy. When collecting testimonials you can write the copy yourself and simply ask the Testimonial giver to agree with it.