At Merkle|RKG, we’ve always advocated for using paid search landing pages that match the specificity of users’ queries. Users searching for ‘iphones’ should be taken to a page featuring all of the iPhone models available, those searching for ‘white iphone 6 plus’ should land on a product page for the white iPhone 6 Plus, and so on and so forth. However, as is the case with most rules, there are exceptions. Let’s walk through an example of how one advertiser found success using a category level page for some product-specific keywords.
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