Some interesting tips:
- Create a specific landing page for every add group
- Tailor the landing page specifically for the add group
- DON'T put a site navigation bar on your landing page
I'd already made landing pages, but they were basically the same page for every ad. I had thought the purpose of having different landing pages was so that you could track how each ad is doing.
Once I started thinking about it, I realized - the landing page is your opportunity to make a very targetted sales pitch - don't give them the opportunity to browse around and perhaps be overwhelmed.
I went in and re-did the copy on a few campaigns (bachelorette,over-the-hill, retirement) and put a few non-performing campaigns on hold.
The other interesting thing was the notion of "bounce" as a metric. You can measure how many people land on the page, and the "bounce" away without making a conversion. By targetting the page, I'm hoping that I'll land the sale.