Nail the Landing

Don’t get too clever with techniques that increase clickthrough rates but hinder conversions. Keyword insertion is a great example. Imagine you have a site that sells pencils. To make your paid-search ad more relevant, you turn on keyword insertion so the phrase someone searched for is included in your ad. But consider this scenario: A shopper searches for “red pencil,” and as a result of keyword insertion, your ad is the only one on the page that includes the phrase “red pencil.” Your clickthrough rate goes through the roof. Your landing page, though, focuses just on pencils, not red pencils. So you increased clickthrough but killed conversion.