Multivariate testing and optimized landing pages.
In a down economy, it is important to integrate optimized landing pages with search marketing campaigns, and to use multivariate testing to increase conversions. Tools like Google Analytics greatly simplify this process, making it easier than ever know what visitors to your site are doing and — more importantly — why they are doing it. This article from Adotas does a good job outlining the benefits of this approach:
Go beyond traditional SEM tactics and turn your attention to the next critical step in optimizing your user experience -- the landing page, which is the page where search ads direct users for more information and, ideally, a conversion transaction. You don't have a fully optimized search campaign until you've optimized your landing pages and all other page elements your users encounter on their way to a conversion.
