What did he mean? Basically that there is no sense in making your content so word rich and complex that it’s hard to get through. These days, people want to land on a page on a website, learn what they wanted to learn and get out. The minute you make it too hard to get to that golden content people won’t try and will just look for the information elsewhere. In essence, people become “stupid” and can’t figure out how to navigate a site that may be pretty basic and if the content isn’t front and center they’ll get impatient and bounce.
Moral of the story, don’t have misleading landing pages, have the content you’re referring to in a PPC ad actually be the content on the page people get to and don’t have people click-through a variety of other pages to get to the content they want. Just follow the KISS method and Keep It Simple Stupid.
What did you do today?