If you’re a direct marketer like me, are you yearning for the good old days of getting what you pay for? Back in the day, PPC advertising was all about bid gaps and qualifying copy. Now, with Quality Scores we actually have to think about optimizing the landing page and creating relevant copy that matches up with the keywords and ads.  I think there are a lot of rumors and assumptions being made about how important landing page content is for paid search ads, but it has to go into the consideration mix.

Here’s an article that dives deep. Do you buy it?