This is all about website optimization
http://support.google.com/adwords/bin/answer.py?hl=en&answer=2404033&from=55894&rd=1
http://www.google.com/websiteoptimizer/tour.html
http://www.youtube.com/watch?v=1yTjj9MnzRY
http://www.youtube.com/watch?v=JsW7J-Q2xWY
http://www.seomoz.org/blog/the-12step-landing-page-rehab-program-infographic-10488