I am wondering what experience others have with deep linking vs. 'shallow' linking from PPC ads.
My company sells... um... widgets. The site is structured so you can find the particular type and size of widget very easily.
A lot of material suggests deep linking for maximum conversion rate. So if the person searches for K-Widgets I would link to the K-Widget page not the overall catalog page. This removes a click and the user is (presumably) put in front of what they want.
Interestingly I have not found this to be a particularly successful strategy for me. I suspect that deep linking to 'K-Widgets' means people miss seeing that we carry all those other kinds of widgets and are thus, not impressed and don't convert as well.
My tests in the past showed deep linking at best had no real effect on conversion rate.
Does anyone have experience with testing this?
Do you find that deep linking works for specific 'levels' of search (say it works for very VERY specific searches, but not for somewhat specific searches)?