I don't do PPC of any sorts but I believe that you are supposed to split test between landing and not. Also, rather than direct linking, once again I believe, it is suggested that you redirect.

It depends on the platform. But, usually, you can test both. Also, split-test a few landing pages to find a good performer. Profitable campaigns are nothing but good combinations between elements, and the best way to find good combinations is by testing (not guessing).


William

Unique landing pages are always known to increase conversion rate.

It definitely depends on what type of offer you are talking about. If it's not an email/zip submit or a quick one page field submit, you will 99.9% of the time be better off using a GOOD landing page. A good landing page simply re-enforces what your consumer is wanting to do and sometimes will be the ultimate selling point, depending on the believability and ingenuity of the LP. I see stats on a daily basis from people that do use them and don't use them and will tell you that it's based on niche. Split testing is always something you should do though as it helps you optimize campaigns. Hope this helps.

Always split test it, try both out, that way there is no question you will know for sure which works better for that specific offer, traffic source, etc.