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Tip No. 6: Link deeply.
Bring paid search visitors directly to the relevant product or category page. Unless you’re advertising your brand name, don’t bring them to your home page. If you don’t have a relevant product page for an important phrase, create one. If you don’t have a relevant category page for a more general phrase, bring the visitor to your site’s search results for the phrase.
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Alan Rimm-kaufman
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