Search engine optimization - SEO, website traffic

The goal of a Pay per Click strategy is to bring qualified traffic. In PPC it’s not about quantity, it about quality of traffic. Since you are paying for each click that comes to your site, you want traffic that has the high potential of converting to a customer.

For example, if you sell outdoor furniture, you don’t want to attract visitors that are looking for just “furniture”. All that will do is drive up your advertising spend. So you need to make sure your ad qualifies your visitor. Set performance benchmarks up front.

Consider the following:

â—Š Measured by specific keyword phrase Increased revenue per keyword phrase Increased contact us requests or request for quotes Increased newsletter signup requests

â—Š Difficult to measure by specific phraseIncreased phone calls to your offices And increased overall web traffic Tracking Results

PPC campaigns allow enormous trackability. Make sure the mechanisms are in place to track the performance of each keyword phrase. Otherwise, how will you know which ones to eliminate? Review the ROI on each frequently and adjust campaigns according to results.

Do It Yourself?Pay per Click advertising can seem like an easy “do it yourself” strategy. Depending on the competitiveness of your industry, it can be. However, we’ve seen companies lose a lot of money with ineffective PPC strategies that have been self-managed.

A professionally managed PPC strategy can pay for itself with increased conversion rates.

This entry was posted on Monday, July 2nd, 2007 at 2:19 pm and is filed under General, Introduction, PPC Guide. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.