Unique landing pages or normal web pages?

Hi All

It was always my understanding that for ppc campaigns, the best approach was to create a unique landing page geared around that campaign.

Asin a url that was only accessible from the ppc ad. This would sometimes (but not always) remove normal navigation, in order to keep people on that one page and convert.

I've just spoke to a PPC agency who advised against this and said to optimise normal service pages. He actually said he's never heard or came across of the other strategy.

What are your thoughts on this?

If he hasn't heard of creating unique landing pages for your keywords in order to keep the quality score high on Google AdWords, he's either a salesman that has no clue about what he's talking about or he just doesn't know AdWords well enough.

To put it to you bluntly.

When you mention your keywords on the page, the AdWords score (and in turn, the money you pay or your ads lowers) gets higher.

That's why you don't want to send a bunch of traffic to just one landing page. It's a really common mistake.

Since these pages are not going to be playing in the SERP for SEO purposes, you can just duplicate the pages and switch a keyword on them to get a somewhat high quality score (provided the content/offer is any good).

With that said, Facebook traffic can be ran to a single URL if you want. AdWords too, although I highly recommend another approach.