Give Better Direction

Here's a tip from Matthew H., an AdWords specialist:

Sometimes it's better not to send customers to your home page, but instead to a more specific page based on their search term. You can do this by specifying different destination URLs for individual keywords. When customers search for "blue suede shoes" and click on your ad, you can then send them directly to a page containing your entire inventory of blue suede shoes. This practice can lead to higher conversion rates, and could allow you to get more value from your clicks. Read more about it here.

Posted by Jon, Inside AdWords crew