You step into an elevator full of people and press the button to your floor. Silently you wait to reach your destination. Then when the doors open you step out with your fellow travelers and look around.

But something's not right.

And it doesn't take you long to realize what it is.

You got out of the elevator at the wrong floor.

In an attempt to hide your embarrassment, you laugh nervously, then turn around and quickly try to get back into the car before the doors close.

Whether you make it back into the elevator or not doesn't matter. You're left feeling frustrated, irritated, and just a little foolish.

OK. But what does all this have to do with search?

The frustration, irritation (and foolishness) you felt when you got out on the wrong floor is exactly how your customers feel when they click on your pay-per-click ad for baseball bats and end up on a web page promoting golf clubs.

Except this time, they didn't end up in the wrong place through any fault of their own. They ended up there because that's where you sent them. Your ad told them they would be sent to a page selling baseball bats, but directed them to a page selling golf clubs.

And guess what? You just lost a customer. Probably for good.

You see, it matters where your customer arrives after a search.

So how do you make sure your customer ends up in the right place? You create specific landing pages for each pay-per-click keyword or ad, and direct them there.

Here's a quick primer on creating targeted landing pages for your pay-per-click ads.

If they want baseball bats, give them baseball bats

Each page your customer lands on should be relevant to their search term so make sure your ads reflect the content of the landing page. For example, if your customer searched using the keywords "baseball bats" chances are they're still researching different products, so create an ad that leads to a page with a selection of different bats, complete with descriptions, comparisons and product information.

Likewise, if they searched using the term, "Easton Stealth Baseball Bat" you can assume they know exactly what they want. So give it to them.

Lay it out right, left and middle

Eye tracking studies show that as a rule people's eyes move around a page as if they're following the imaginary lines of a triangle. Top left, top right, bottom left and so on. Keep this in mind when organizing your page layout.

If your page is selling a product, place your headline upper center; your product photo middle left; and your sales copy middle center. Your call-to-action should be a big target so make sure it stands out. If possible place it in the upper right portion of the page.

Keep your text compelling, and focus on the sale

You may think your on-page copy is compelling. Your web developer may think so. Your dog may think so. But if your visitor doesn't think so, you're lost. Use action words to inform, persuade and drive the visitor toward the sale. Remember conversion is key not attraction.

You may also want to consider the size of your text. If you want your visitors to read it, use smaller type. If you want them to scan the page, use larger type.

The headline is particularly important so make sure it's compelling and (if possible) include the search term. That way your visitor will know they've arrived at the right place.

Don't push them out the door

This is not the time to be pushing people out the door - they could get lost and never find their way back - so don't put external links on your page. The only links you need are internal - ones that allow them to browse the rest of your site and complete their order.

Sooth their insecurities

You may know that using a credit card online is no more of a security threat than using it anywhere else, but your visitors don't. Help them feel secure by placing credit card security details (Verisign etc.) at the bottom of the page. If you're affiliated with other organizations such as the Better Business Bureau etc. place those on the page too.

Unfortunately, if the doors open, someone will step out

Of course, despite all your efforts, there's always going to be those few customers who end up in the wrong place. But, for real customers - the ones that paid attention, and knew what they were looking for - your super-targeted landing page has increased your chances of a sale. And helped you acquire customers who will keep coming back for more.

And isn't that what it's all about?