Splash page vs. Homepage effectiveness

[Digger51]

I am looking for some concrete examples that people may have that illustrates tthe difference in effectiveness (conversion) of using a topic-specific splash page for PPC ads vs just sending the visitor to the home page.

Your help is appreciated.

[ECommerceConversions]

By splash page do you mean landing page??

[Digger51]

Yes, that is what I mean.

[ECommerceConversions]

You ALWAYS want the landing page to be the product they are looking for, or the pitch you are selling. Plus, it makes sense. Let's say you are looking to buy a VCR but the ad lands on SomeElectronicStore.com

That means the person THEN has to figure out where on your site that VCR is.

How many times have you gone to a site, been confused or lazy, hit back and just go to the next link in the search engines?

Friends don't let friends forget landing pages.

[Digger51]

That makes sense, particularly if a site offers multiple products.

In my context the site sells one thing, a service. My landing pages would be for topics relating to that service, specifically pages for various PPC key phrases.

Any opinions, experience?