E-commerce Insights: Winning at Paid Search ’07

3. Make your landing pages relevant. Don’t send paid search visitors to the homepage. Instead, deep link them to the most relevant selling page on your site. If you have more than one candidate for a relevant landing page, assign tracking codes and test all options.

4. Split out branded from nonbranded terms. Many catalogers find that a large portion of their pay-per-click traffic and sales come from searches on their brand. Advertising on your brand makes sense; the cost is low and the sales are high. Do it, but realize that traffic on your brand name isn’t incremental. These are searchers who are looking for you due to your reputation and other marketing efforts.