Could One Paid-Search Ad Give Consumers Landing Page Options?
A lot of hype last week around the Google Star Trek Doodle celebrating the 46th anniversary of the original TV broadcast highlights one question. Do marketers automate paid-search landing pages based on keyword queries and geographic location; and if not, why not? The Doodle presented more than one path to conversion, which began with Star Trek characters in a room and ended with the Starship Enterprise flying across the sky followed by the keyword "Google." While the initial screen and the conversion repeatedly produced the same effect for all, the path to conversion differed and had to somewhat personalize each click.