Google is now testing a new feature which integrates the Instant Previews found on the organic search results with the paid listings on Google as well. As with the organic search results, this will allow potential browsers to view the landing page before actually clicking on the site, thus bringing the requirement for well thought out landing pages more into vogue.
This brings the paid search results more in line with Google’s other inventory, such as the organic listings as well as the mobile devices which was launched recently. As before this is certainly going to bring the issue of the landing page much more into play as regards optimising a paid search campaign. Unlike organic search, paid search advertisers are paying on a per click basis and conversion is often key to making this work as a channel. Thus the potential for browsers to evaluate a potential website before they click into it, brings the issue of the landing page much more into vogue much quicker than before.