Deep linking is where we make sure that users are delivered to the most relevant page within a website, relative to their search. For instance, if a user searches on 'brown leather shoes', then clicks on an ad for an online retailer www.shoes.com, the advertiser has two options:
Direct the click to the main www.shoes.com home page.
Advantage: If the advertiser doesn't specifically sell brown leather shoes it may be an option to deliver to a generic page if it is felt the product offering is strong enough to persuade the user away from the intent of their original search.
Disadvantage: The user may find the page less relevant and therefore is less likely to 'convert' to buying a product. Direct the click to a more targeted 'deeper' page within the website that specifically lists brown leather shoes.
- Direct the click to a more targeted 'deeper' page within the website that specifically lists brown leather shoes.
Advantage: High relevancy and a higher chance of conversion.
Disadvantage: May not receive much traffic to this page if it only contains details of a few specific products or services you offer.