In our last issue, Jessica, a Travel optimization specialist, provided tips on structuring your AdWords account for success. To help with the next steps in effective advertising, we brought Jessica back to lend some more of her tips.

Jessica: Travel is all about getting people where they want to be. So is your AdWords advertising: you want to get the right people to the right place on your website while they're looking for your products or services. The best way to do this is with a good keyword list and relevant landing pages.

When you choose keywords, remember to organize them around very specific theme that's related to your ad text. I've created two sample keyword lists below for a fictional bed and breakfast in Napa Valley. See if you can tell which one is a better targeted list:

The verdict? Keyword list B is stronger. You'll notice that all the keywords follow these main guidelines:

• They're specific
• They reflect the business' offerings
• They relate to the central theme of a bed and breakfast in Napa

For more help with building effective keyword lists, this Help Center article and the tips below will get you on the right track.

TIP: Use the Keyword Tool in your account to help generate ideas for your keyword lists. To get suggestions, you can enter related terms or even your website's URL into the tool.

TIP: Use negative keywords to help target your ads. Negative keywords are terms that prevent your ads from showing if they're included in a user's search. For more help, watch this tutorial on negative keywords.

Jessica: First impressions are important, and your landing page is the first page a user sees after clicking your ad. The faster a user can find what they're looking for on your site, the more likely they are to convert. Follow these guidelines for landing page success:

• Show them the way: Make sure your ads are taking users to the most appropriate part of your website. If you're offering Hawaiian vacations in your ad text, select the page of your site that's most relevant to that topic.
• Test your site: Ensure that all the pages in your website are working properly so you don't lose visitors frustrated by broken links or non-existent pages.
• Support your claims: If you offer a specific claim in your ad text, such as a discount or special offer, it should be prominent enough on your site for visitors to find it easily. They're more likely to purchase from you if your site provides what they came looking for.

For more details on the characteristics of a high quality landing page, review our landing page and site quality guidelines.