Google is sharing a video about creating effective landing pages for your AdWords ads, though the tips provided could really be applied to other ads.
The video is actually from last summer, but it's still relevant today. Clearly Google still thinks so.
This quick video explains the features that a landing page should have: http://goo.gl/R55s6
When choosing your landing page, Google says, keep the following in mind:
- When people like yourself browse the web and visit websites, they make a quick decision on whether to stay or move on (good thing bounce rate isn't a a ranking signal).
- Studies have shown that you only have a few seconds to convince potential customers to engage with your website after they land on it.
- To make sure your page "seals the deal," Google says to ask yourself: is the page featuring what you promised in the ad, can people easily find what they are looking for on your site, and what do you want them to do on your site (include a call to action)?