By Andrea Fishman | October 5, 2011, ClickZ.
Search marketing is an effective way of reaching users that are searching for specific terms associated with a brand. Both paid and organic search programs are centered on qualified keywords that are best known to convert. One of the most important things to remember is that most conversions directly tied to revenue occur after a user reaches your website.
Many companies wrap paid search into their behavioral targeting programs due to the ease of directing traffic to targeted landing pages built specifically for the goals of those campaigns. Needless to say, many large organizations get lost in a sea of customized landing pages or microsites that are completely separate from the main architecture of their website, which are often left un-optimized and blocked from displaying in organic search. By having a dynamic UI on your main website, you are able to deliver the same personalized content that would appear on those microsites, regardless if they're arriving from paid or organic search, while gaining better insight into the conversion path of your consumers...... Read more.