I highly recommend multiple landing pages when testing your pay per click advertising campaigns. There are a couple of reasons why.
For one thing, different pages will do well in different search engines. As PPC Hero points out on his blog, you can have one page do well in Google and one do well in Yahoo! That’s because each search engine has its own ranking criteria. I quote:
* Google: The “winning” landing page had longer, more detailed body content. Our body content was shaped into 4 long paragraphs that described my client’s service offerings and provided benefits of using this service.
* Yahoo: The “winning” landing contained 2 images; one image at the top of a person and the bottom image was a simple testimonial. The text was broken into shorter blocks, and we used a bullet point list of benefits.
Another thing to think about is which keywords you are optimizing your landing page for. You can have two separate landing pages with synonymous keywords and each could rank well for their respective keywords in the same search engine. To do this you’ll need to write a separate ad for each landing page, but I’ve known companies who use this approach quite successfully.
I’d definitely use more than one landing page for many campaigns. But you’ll have to decide which campaigns warrant a second landing page and define your goals for each landing page carefully.
Do you have any ideas for creating landing pages quickly based on keyword phrases?
What do you mean by quickly? In my experience, creating a well-optimized landing page that converts well takes some hard work and a little time. You can’t fast-track it.