I am attending an interesting webinar this morning about using landing pages with your pay-per-click campaigns. This can be as simple a process as sending visitors from your ad to a more specific page, like sending them to a product page versus the home page.
But take this concept even further and think about your actual web site pages. Sometimes having a page more specifically tailored to your pay-per-click ad and the associated keyword might produce better results than if you just sent them to a page of your site.
Basically you can "merchandise" your products or services to a specific ad if you use a custom landing page. Furthermore, if you are trying to decide between featuring certain products or offers, you can test two landing pages, one with each to learn which will provide the best conversion.
Do you use landing pages? Do you use them to test? How are your results?