Utilize targeted landing pages to deliver visitors to relevant content on your website based on the search or display ads they click. For example, say you own an online pet store. Someone clicks on your banner ad about dog collars. Instead of sending them to your home page, which features information on all types of pets and products, send them to a store page with your dog collars already filtered for them. The landing page should also include links to relevant products, testimonials and a most importantly, a clear call-to-action.