Consistency is the key to a successful landing page conversion, and the more relevant a landing page is to the link or keywords that sent a user to it, the better your chances of a successful submission.

AdWords offers a nice little hack for achieving it, in the form of dynamic keywords. Instead of filling your adverts with specific keywords, you can choose keyword groups. When a user is shown your advert, a keyword is chosen from that group that matches the keyword they used for their search – often resulting in a vastly improved clickthrough rate.