If you've done any reading about paid search campaigns at all, you know good landing pages are essential to conversions. Of course you may be asking yourself what actually makes a "good" landing page. You're not alone. That's why the team at Marketing Experiments offers up two great case studies this week.

The case studies feature two non-profits using pay per click advertising to drive traffic. The team shows before and after images of each site's landing pages and carefully outlines exactly what changes were made and why. Most of the changes center around creating a fluid message by using the same words and phrases in the ad and on the landing page and by appealing to a customer's triggers. The newly focused landing pages each produced a more than 50% increase in conversions, showing the value in doing a little experimenting of your own.

If you're a paid search advertiser and haven't perfected your landing pages yet, make sure you take ten minutes or so to look over the changes made by the Marketing Experiment team and to ask yourself whether there might be some valuable lessons you can apply to your own campaigns.