Depends on many factors: B2B? B2C? Lead generation? E-commerce? What do you want the user to do on the page? etc. Still I'd recommend the following "web clinic" to get a sense of landing page optimization: http://www.marketingexperiments.com/improving-website-conversion/optimizing-landing-pages.html Good luck
There would be multiple elements the base begins from testing multiple landing pages with relevant content, being specific, using strong headlines, highlight the benefits, having standard font with light BG and darker text, maximum of three columns, usage of images and use standard link color.
Google Website Optimizer. You can run simple A/B tests or complicated multivariate tests. Nothing beats testings in real time.
Testing is where you take an add and place 2 variables that are constant ie you make the same add and make one with a red header and the other with a blue header etc to see which has the best performance.
That's only if you're going for a hard sell. There is no "better" in advertising. It's on a case by case basis.
Hi ! My advice is that people are looking for exactly what is described in the advertisement as soon as they clicked. They do not want at all to look on the website. Knowing that, your ads must be turned to the product and you must adapt your destination URL to the page as close as possible to the action of conversion. In this way, your ads will be more relevant thanks to the optimization of your landing pages.
You can try using Unbounce.com... They specialize in landing pages.. might find it useful to learn abotu what works and what doesn't work