If you type “Consumer Reports” into Google, you’ll get a PPC ad and an organic search result for the online publication. Yet the data-driven and testing fiends at Consumer Reports have linked each result to separate landing pages. When you click on the organic search result, you land on a homepage that looks very newsy and informative — what you might expect from a great online magazine homepage:

But, if you click on the PPC AdWords ad, then you would end up at a hard-hitting subscription offer that puts the paywall front and center:

Should you consider a similar test? Check your web analytics first to see if visitors from search results that include your brand name (which are probably the largest slice of your search-driven visitors) behave differently on the site depending on whether they came from paid or organic links. Are paid people more likely to be “shoppers” or “tire kickers” while organic folks more likely to be current subscribers? If so, a different home page for each type of traffic is worth a test.

BTW: Yes, running PPC ads for your brand name is a best practice even when you also dominate the top organic search results. That way you block competition from taking traffic you deserve, and you get even more traffic.