Lazy Landing Pages on Pay Per Click
In my eyes the most important part of any Adwords pay per click campaign is the building of the account. The more research that you carry out the better the pay per click campaign is going to be, there is no room for being lazy on an account.
One aspect of Google which I don’t see as a benefit to the campaign is 'keyword destination URLs'. This allows the advertiser to allocate a specific URL to a keyword and this will overwrite the existing landing page on the ad text being served. The idea being that this landing page will now be more relevant to the keyword that has been searched.
In my eyes, there should be no need to have keyword destination URL’s in your pay per click campaign. Relevancy is the biggest single factor when building a pay per click campaign and the split of the ad groups needs to reflect this.
If within a specific ad groups you believe that different keywords require different landing pages to achieve greater relevancy then I would recommend splitting them out into further ad groups and have more specific ad text for these groups. This is going to give you far better quality score across the account and help you drive down your CPC’s.
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