Howie Jacobson is a noted AdWords Expert and author of Adwords for Dummies. Landing page copy is essential when working with pay-per-click (PPC) tools like Google Adwords. Advertisers are paying a premium for search engine traffic and it is critical that the traffic convert at a high enough rate to justify the ad expenditure.
In this interesting column, he discusses how Landing Pages should work – using a visit to his Toyota dealership as an example. Highly readable and entertaining column.