One of the great things about collaborating with fellow digital marketers is the variety of perspectives you encounter. When competing opinions arise in the process of creating successful programs for a client it forces you to really think about why you are making a recommendation and to defend your position with facts and reason.
This very thing happened recently regarding a client that hired us to create and manage their paid search marketing campaign, while a second company was hired to build a new web site and handle the search engine optimization efforts.
The discussion boiled down to the following case for using native web site product pages as paid search landing pages.
Are They Wrong?
No, and yes.