Many pay per click advertisers focus the vast majority of their time, effort and energy on the ads themselves, however, the ads are only the first step of the equation.
Even the best ads will not be worth the investment if the landing page fails to convert visitors into buyers.
  Below are three common problems that are caused when PPC ads deliver prospects to untargeted landing pages: o    The landing page does not incorporate the PPC keywords.
The advertising copy and the landing page content must work in synch to turn visitors into buyers.
If your ad keywords and landing page do not link up, visitors will feel duped and click away.
The visitor entered those keywords into the search box because he or she wanted information about that topic.
Make sure you meet that need - and make it clear that you can meet that need - by using the target keywords early and often on your page.
o    The PPC ad contains misleading claims or an offer that you can't back up.
If there is nothing free on your landing page, don't use the word free in the ad.
Yes, free might get a visitor's attention.
However, when they get to your site and realize that there really isn't anything free, they will feel duped and leave.
Traffic that has no chance of converting to customers is not worth attracting.
o    The content has nothing to do with the keywords that were bid on.
Blindly aiming for traffic that has not expressed interest in your product or service will result in a poor quality score and high click costs.
Pay per click is meant to be highly targeted and focused.
Just targeting keywords because they get traffic is an expensive way to advertise.