Is landing page optimiazation your answer for paid search?

If you are a big online retailer with lots of inventory, a sophisticated algorithm that helps you sift through tons of data in a meaningful way would be your ideal solution. You could optimize your landing page as an extension of the person's search that follows it thematically and with the best look and feel for your keyword audience. You can focus on geo-location, demographics, and particularly on previous searches for products they have been interested in, create meaningful linkages and add a time decay, e.t.c. This can give you an edge to your competitors as you would be speaking directly to each meaningfully grouped keyword-search audience and perhaps even marinate it with other non-identifyable information to make a richer profile. So be like amazon or netflix but for landing pages and not just your site internally.


However, if your inventory is limited and most of your search keywords are your brand name, is optimization the right thing for you, or would you be better off with a simple dynamic landing page? What I mean by a dynamic landing page is by having one page that gets created for the meaningfully grouped keyword-search audience who clicks on your link based on the ad group that his/her keyword falls under. You can spend some time creating well-organized keyword groups based on your knowledge of your customer and the market. Since most of your search words are just searches for your brand, the number of variations of that pages should be limited and easy to manage. Then you create a set of images / page layouts for the page that you want your ad group searcher to see, so once a certain keyword is entered into a search engine and the paid seach banner is clicked, the right images will be called into your dynamic landing page from your pre-created inventory.


So you may ask what about the tracking. Being in the online space, this should be easy. As you probably do today you have a certain string that can track your landing page activity.

However, if dynamic page is too complex for your current system then just use the same concept but use multiple landing pages. If you don't have a huge inventory of goods and people typically search for your brand then that should be easy.