A lot of times in AdWords you’ll see that you click on somebody’s ad and it takes you to their home page.
Now think about this for a minute. Somebody was just searching for your product, they see your ad, click on it, and now they are at yourhomepage.com. Where did they go from there? What does your homepage look like? Do you have different products or different services they might’ve been searching for?
What if this was an ad for eBay. Someone was searching for red shoes and they end up on eBay.com. Now they have to search for red shoes again. It would be much better to take them to a specific page. Take them to the eBay page that sells red shoes.
It’s the same for your website. You want to take your visitors to the most specific page you can. So if you’re advertising specific products or services, take them to that page. Not only is this going to give them a better experience, it’s also going to help with your quality scores and landing page relevance.
In general, the more landing pages you have, the better. You can make each landing page targeted to a specific set of keywords, and this is going to be good for your campaign all around.