with Google AdWords specifically or any search engine marketing, where youre trying to target for your particular product, but you might have many different audiences who might search on the same term that need many different types or variations of your pr

I have a client, as an example, who serves home users as well as business users, but theyre two different products. So we use segmentation for that, where you have buttons on a page to try and segment those people down a path to get them to the right product very quickly, she adds. And those types of things can really help your conversion rate. I think a lot of people put things below the fold, which is a mistake, and certainly not putting a form right there on your landing page is a problem, she says.