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I understand the URL won't get picked up by Google, but should a user search for the vanity URL I would like them to end up on the proper landing page.

My company runs a contest via a landing page on our website. The full URL to the landing page is rather long so we have a vanity URL that we use for advertising purposes. I have a 301 on the vanity URL to the landing page URL so people visiting it directly end up where they should just fine. But if a user goes to Google and types the vanity URL into the search bar, the landing page is nowhere to be found in the results. What do I need to do to get the landing page to show in results when people search the vanity URL?

Thanks for the input. I just wanted to see if maybe anyone had any "tips or tricks" regarding this.

Since I can't use trademarked names in the ad copy to increase relevance, I think I look at what Alick300 said about CTR and try to increase that to increase QS.

I'm trying to increase my quality score when bidding on competitors. I've broken up each competitor into a separate ad group and focused on 5-10 keywords in each but my quality scores seem to stay around 3 - 5. I'd like them to be more in the neighborhood of 5-7

Currently my ad relevance is below average and feel that if I can increase that to at least average than I should see some better quality scores. Any advice on how to do this with the competition?

Normally, I just focus ads around the use of the keywords but since the keywords are brand names, I can't do that with these ads.

I was speaking with an SEO and he brought up multilayered conversion opportunities -  means of capturing a users info dependent on the point in the purchase process they are. The two examples he used were a user who just wants to download a brochure to "window shop" and a user who is ready to buy and wants to get a price.

Just curious if anyone had any additional ideas for means of conversion other than the 2 above and any additional thoughts or ideas on the matter.