June 15, 2006 Comments
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Brian Clark has an excellent post over at the Performancing Blog that gives some suggestions on utilizing pay per click advertising for long-term gains. Clark makes some excellent points about the value of a repeat visitor as opposed to the value of an immediate sale and offers up quite a few suggested ways of building up both types of conversions.
From the post:
The goal of pay per click advertising is to get in front of searchers who are looking specifically for what you have to offer. This takes careful keyword research, strategic bidding, and compelling ad copy just to get the click.
The problem is, that's where most people stop.
They make the mistake of sending that targeted traffic to the home page of their website or blog. Even worse, they make no attempt to establish a relationship with those that don’t buy, so as to boost conversion rates for every dollar spent.
Jennifer Laycock is the Editor of Search Engine Guide, an educational web site aimed at translating the search marketing world into something that small business owners can understand. Jennifer specializes in common sense search engine marketing, viral marketing and customer outreach via social media and blogs. A former search marketing consultant and in-house trainer, Jennifer’s clients have included companies like Verizon, American Greetings and Highlights for Children. Her primary clients now are a little girl named Elnora and a little boy named Emmitt.
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