Any suggestions on the times when a landing page is necessary and when it might just be a step that gets in the way in a PPC campaign? My scenario. I've got an Adwords campaign going for a specific consumer electronics product, which is going directly to the page in my site that sells that item. I have an 11.5% CTR for that campaign at the moment, but my sales are fairly low. In this case, should I be using a cool flashy landing page instead of sending the people directly to the products? I can see doing this if it was an affiliate site, but I'm not sure. Could my product page be the problem? Any thoughts?