Clicks (i.e. humans who click your ads) aren't waiting for perfection.

The respondents who click on your ads aren't going to wait around for you to get your landing pages just right. They are clicking on your ads today—right now, probably. You are paying (a lot) for them to click. They click, they land. And then what?

In a perfect world, they land on a perfect experience that gets them to do whatever it is you want them to do (engage, convert, buy). But we don't live in a perfect world, so you won't be well served by sitting around sweating the details of how to make that perfect experience. Get  something launched, see how users respond to it, and iterate based on that. Keep going, keep improving. Your post-click marketing should be evolutionary—adapting and responding to how your respondents are behaving. Each time you look at the results, the next step should, and will, reveal itself. You don't need to plan every test from here to next year. Doing so will stop you in your tracks. Just get going and keep on moving.

Anna Talerico