The beauty with search engine marketing is that visitors are pre-qualified--they are only visiting your site due to the fact that they entered a specific relevant search term. It is therefore a big no-no to just dump them on the home page! Studies have shown that if visitors are delivered directly to the product or service they were searching for, there is a much higher conversion rate compared to the homepage or even relevant category pages as the entry point.

So either link each keyword to a product page or use your internal site search engine to execute a search based on the visitor's search term. You can either upload your keywords with individual URLs, or you can use the {keyword} variable in your AdWords link to dynamically insert the relevant keyword into your landing page URL. The only important factor to pay attention to is how your product page works as an entry point to the site and does it include all the required elements to allow the visitor to make a purchasing decision?

The second approach is the single landing page approach and is more focused around single product sites or membership acquisition. There are three main decisions a visitor makes during the conversion process, and there are simple rules that help get them past each decision point.