What is a landing page and who ever heard of a microsite? Well, if you’re running Pay-Per-Click (PPC) advertising or are about to, you should be able to answer those questions. One of the advantages of running PPC ads is that you can target your ads to specific customers. You can select the geographic area where you want your ads to appear and even target specific demographics. When you write your ad title and copy, you can carefully select targeted keywords and bid on keywords based on buyer-intent. So, why would you send someone who clicks on your ad to your home page or some other page that currently exists on your site? If you’re investing money into pay-per-click advertising, why not take it one step further and create a customized landing page for each ad campaign?