Among the elements to be connected its AdWords ads, Google also requires the so-called "destination URL", or the address of the page where the surfer will land after clicking on the ad in question.
Although many advertisers are accustomed to using the website home page as a landing page, instead it is a good idea to create new "media" dedicated to the campaign.
These pages are called landing page (in fact, landing pages) and are considered one of the crucial action in a pay per click.
Landing pages, unlike the pages "common" in the Web site, are designed in order to stimulate the desires of visitors to convert them into customers.
Prefer the landing to the home page or other pages on the site has a number of significant advantages, including:
- the opportunity to contact potential customers with targeted messages, based on terms that were searched on Google,
- improve your Quality Score, which saves budget;
- avoid distracting potential customers from the target of the campaign.
In general, a good landing page provides a conversion rate higher than the pages of your site.
source: http://webmarketing.html.it/guide/lezione/3747/le-landing-page/
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