I've started working on my first adword campaign for quite a few years and since my last dealings with adwords things seem to have changed quite a bit. We have identified our keywords, setup A/B testing on adverts and are looking to create dedicated landing pages for each adgroup (and intend to A/B test landing page layouts). But what makes a good landing page?
Should I be creating a textual, information based landing page? or a salesy, imagery based landing page? The market sector is targeting business insolvency services rather than a consumer product market. Should I keep the text short and snappy or will more text help the quality score?
Finally, would you recommend make the page seem like a standalone page or integrate the navigation into the page so it looks a seemless part of the main website?
If obviously goes without saying the page will have a prominent call to action.