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Seven Ways to Increase Pay-Per-Click ROI

Author: thewebmarketingblog | Posted: 30.07.2008 | Views: 18


1. Track on a macro-action basis. Track every keyword/key phrase to conversion on a macro-action basis. A poor result for a particular keyword or key phrase doesn’t mean you should drop it. It means your Web site should better accommodate it.

2. Track on a micro-action basis. Track every keyword/key phrase to conversion on a micro-action basis. This clarifies how your visitors interact with your Web site’s persuasive dialogue. Micro-actions are key decisions that must be made before a visitor can decide to buy — the action that’s your ultimate goal. It lets you optimize your Web site’s dialogue to terms you use with persuasive architecture.

3. Select keywords based on buying process. Choose your keywords/key phrases based on an understanding of the buying process for your product or service.

There are four types of site visitors. The first arrive by accident. Make sure your unique value proposition is clear to ease him out and offer the next three types a reason to stick around. Make it easy for someone who knows exactly what she wants to find it. Ensure you can accommodate the typical shopper who only knows approximately what he wants. Offer him categorization tools to narrow down the selection. Don’t forget the last type, who is more of a “window shopper.” She may be enticed to buy depending on how you present to her.

4. Use visitor latency. Some terms won’t immediately convert well in a campaign, so track macro-actions and micro-action factoring in latency. In a recent study with a shared client, Jim Novo documented how visitors came in cycles of 14 days from PPC engine to actual purchase. PPC ad campaigns are just that — campaigns — not one-off tactics.
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