To create a customer experience that’s relevant and useful at every touchpoint, a search advertiser should focus on:
launching a cross-device campaign
running ads only on mobile devices
addressing consumers’ needs
carrying over the theme of her traditional ad campaign to her online campaign
Landing page experience is AdWords’ measure of how well your website gives people who click your ads exactly what they’re looking for–quickly and effortlessly.
Marketers must focus on three key areas —identifying key moments of intent, delivering on needs in the moment, and measuring all moments — in order to create a customer experience that’s relevant and useful at every touchpoint in this new path to purchase.