In search engine marketing we often speak of “levers” that we push or pull in order optimize campaign performance. On the buy side, or “in-engine,” we most famously optimize bids in order to move position up or down based on efficiency of return. We also optimize ad copy, keywords (both match types and negatives) as well as various other targeting criteria such geography, extensions, and placements. On the supply side, or “on-site,” we most commonly look at the landing page and optimize accordingly to deliver maximized relevancy against specified keywords. We often go further and optimize landing pages in order to drive the strongest conversion rates and improve overall results. However, we should take landing page…