17. Maximizing Conversion with a Custom Landing Page

Running an AdWords advertisement is just the first part of a process. When someone clicks on your ad, they’re transferred to your web page, where you can then provide more information or attempt to conclude a sales transaction.

So, the page potential customers land on—dubbed, quite logically, the landing page—is just as important as your AdWords ad. The right landing page can convert a click into a sale and generate good revenue; the wrong landing page can cause users to click away seconds after landing, with no transaction being made.