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.