Until now, PPC marketing and landing page optimization were separated by a gap: the click. The only information a user had to make a decision to click was (1) the text of the ad itself, a mere 135 characters and (2) the position of the ad as a faint signal of quality or value. And, where applicable, any brand equity that the advertiser had previously established. It wasn’t until the user clicked that they could factor in the actual experience that the advertiser would deliver in return. That structure let a lot of advertisers get away with poor post-click marketing experiences. As long as the ad — just the ad — tempted people enough to click, they generated their traffic, increased their click-through rate (CTR), and had a shot at snaring some fraction of those respondents in a conversion. But the game has changed. Poor post-click marketing experiences can no longer hide behind the click. Get the full story at Search Engine Land