Google Moving to Google AdWords A Hands-On Guide for Premium Advertisers - Manual (Page 18)

6. Optimize and manage
your campaign
Build landing pages that convert
Create customized landing pages for each keyword, ad creative, or group of
ads, so that when users respond by clicking through to your landing page,
they benefi t from:
The most relevant page. For best conversion results, make sure the landing
page pertains to your ad creative and features your keywords, so users see
that it’s relevant to them.
Intuitive navigation. Make it clear and easy for users to fi nd what you
promised in your ad.
A positive clickthrough experience. To encourage users to keep clicking,
we require that your landing page be working at all times and enable users
to return to Google search results by clicking once on their browser’s “back”
button. We also don’t permit ads that generate pop-up or pop-under windows.
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