If you’re running ads on any kind of external site like Google, Bing, Facebook, etc., be sure to reiterate your ad copy on your landing page. If your ad reads, “Enter now to win a free iPad”, then “Enter now to win a free iPad” should be the first thing users see when they arrive at your landing page. People in the conversion rate optimization world sometimes refer to this as maintaining a good “scent” from the ad or incentive to the goal. You want your visitors to know immediately that they’re in the right place, so the less disconnect between the two touch-points, the better.