You might want to consider creating a Landing Path if you are using dynamic landing pages based on the Search term.
Before building a landing path, you’ll need to use Web Analytics to analyze the clickpaths from the visitors that come to your website from specific keyword searches. Then, build a customized landing page based on their collective behavior patterns. Use specific keywords, and custom navigation to provide a better user experience. Each subsequent page can be customized just for them as they travel down the conversion funnel. To quote Igor, this is called “targeted serving“. Give them exactly what they’re looking for.
I haven’t tried this, but IMHO, using Landing Paths will increase relevancy, improve quality score, improve the user experience, and increase conversions and/or brand engagement.
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Shimon, thank you for the link.
This strategy takes time to implement, but when all set and done, it does give you a higher ROI.