Young argues that each facet of a paid or organic search campaign needs to be
connected to a central goal. You shouldn't use broad match extensively, for example, just to boost a PPC ad's coverage if the ensuing traffic will be low quality (and thus drive fewer conversions).
He also says that continuity between the messaging in a paid search ad and the functionality of the entire Web site it links to (not just the landing page) is crucial to snagging more conversions. "The role your Web site plays in the conversion process is crucial, and this ultimately shouldn't be forgotten," Young says.