Tweaking a poorly performing PPC campaign may get you thinking about revising keyword choice and match types, writing new advert text or implementing better targeting techniques. One of the first things it should do however is kick start a landing page optimization strategy. You can have the most appropriate keywords, be targeting the best possible traffic  and have perfectly crafted advert copy yet be losing conversion after conversion because your landing page is not up to scratch. Making changes at page rather than campaign level is a sure fire way to convert good click throughs into great sales figures. Read the full article here.