Custom Landing Pages Are The Must Have For Local, Weekly Ad Based, Paid Search Engine Marketing

Posted on 16 June 2009 by Patrick FlanaganNo Comments

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The built out and launching of the SmartSearch product line has produced some great by-product capabilities. One of which is the on-the-fly, real time creation of dynamic landing page within the SmartCircular sites for paid search visitors. This means that for any given keyword ad (AdWord) within Google for example, a custom assortment or collection of weekly ad items could be assembled within the destination landing page to best fit the keyword(s).  Furthermore, SmartSearch clients will be able to choose one of two types of landing pages.

1. Result Set Based - This type mimics a typical gridded result set of items that nearly all eCommerce sites on the planet us to display search or browse results.  The content shown in this ‘Hollywood Squares’ type of 3 X 3 grid is either category based, brand based or a mix of both category and brand together
2. Circular Page Based – This type plays to the traditional printed weekly ad metaphor and drops the inbound visitor within the the circular page that is the best match for the paid keyword search ad that they are coming from

Custom dynamic landing pages allow for on an individual keyword basis, the ability to create an unique assortment of items that span across potentially multiple categories and/or brands so as to maximize the potential of a positive click-thru experience of the visitor that comes to the SmartCircular site via a paid search ad

Specifically, this new dynamic landing page (or one could call it a form of deep linking) capability now allows ShopLocal created SmartSearch ads for Google & Yahoo! to drive any click-thru traffic to the following areas within a SmartCircular site:

• Category Browse Pages which takes the user to the gridded results set page for the requested category(ies) of item(s)
• Brand Browse Pages which takes the user to the gridded results set page for the requested brand(s) of item(s)
• Category + Brand Browse Pages which takes the user to the gridded results set page for the requested category(ies) AND brand(s) subset (or union of all the different content segments) of item(s)
• Circular Page Based Upon A Category which takes the user to the highest density circular page that contains the requested category(ies) of item(s)
• Circular Page Based Upon A Brand which takes the user to the highest density circular page that contains the requested brand(s) of item(s)
• Circular Page Based Upon A Category + Brand which takes the user to the highest density circular page that contains the requested categor(ies) AND brand(s) subset (or union of all the different content segments) of item(s)

There are a few important notes to understand about this new capability:

• Only ShopLocal can setup and use this SmartSearch exclusive feature at this point. This means clients that are not SmartSearch customers will not be able to benefit currently
• Even hidden categories and/or brands can be accessed and made visible via this powerful new method of assembling the right content for the right keyword
• The more unions that are requested, the greater the chance of less or no content. So by trying to find the union (or the overlapping portion) of where Electronic category items AND Homewares category items AND Nike brand items, you will probably only end up with a few items at best.
• Since these custom & dynamic landing pages are all triggered by a simple parameter (called an AdGroupID), the underlying URL does not have to change to change what content is displayed within the landing page.  All of this assignment logic of keyword A – gets – content 1 + content 2 + content 3 has been abstracted to a back end ShopLocal system thus allowing near complete flexibility on where any given URL resolves.  Making changes to where a link goes no longer requires changing the link itself, but rather just the  back end system that manages this mapping and assignment process

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