Up until now our landing pages for PPC campaigns have been either our home page, a product page, or a category page - whichever is the most relevant. I know this is a mistake, which is why I'm going to make custom landing pages.
I've read a lot about improving the landing page experience, what to include, etc. What I haven't really found (searched on Google and here at WW) is how best to name the URLs and what subfolder to put them in. I am of course referring to landing pages that are separate from the main site.
How do you structure your URLs? Do you include numbers along with the relevant keywords? What do you name the subfolder or folders? Or do you just put all your landing pages in the root folder?