Boosting the performance of your landing pages

Jamie Roche gives tips on boosting the performance of your landing pages: “Repeat the search term on the landing page… You can’t simply grab the actual search term from Google or Yahoo!. Imagine a prospect looking for a new pet door for her German Shepherd puppy. She types “sale pet door puppy” into Google and clicks through to your webpage which says “Sale Pet Door Puppy” in the headline. Campaigns must be mapped to normal-sounding headlines. So, for example, any search containing “pet door” might be mapped to the headline “Pet doors for all pet sizes and shapes.”