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To find out how ymarketing can increase sales for your business, call us toll-free at (877) SEM-4321, or fill out the form below to request a call-back.
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| Conversion Optimization |
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Home : How : SEM : Optimization |
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One key to successful search engine marketing is landing page targeting, messaging, and conversion tuning, also known as Conversion Optimization. In order to maximize ROI and improve "Cost Per" target metrics (i.e. reduced Cost Per Lead, Cost Per Sale, Cost Per Order, etc.), a search engine marketing program should try to "convert" visitors into the desired call to action at the highest ratios.
BOTTOM LINE: Higher Conversion = Lower Cost per Lead and Cost Per Sale
In today's real-time, fast growing and competition-driven Pay Per Click Paid Search Engine Marketplace, two factors are inevitable:
- Pay Per Click bid prices will continue to increase
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- Search Engine Editorial policies will continue to become more stringent, mandating that all advertisers have unique, keyword-relevant content on each landing page of the site
1. Increased Paid Search Bid Prices
As bid prices increase, the only way to continue to maximize conversions and maintain a target "Cost-Per" is by focusing on tuning the web site user experience itself, beginning with landing pages. Conversion optimization enables your search engine marketing program to convert visitors at higher ratios, thereby reducing marketing costs.
2. Paid Search Engine Editorial Policy
While their policies differ slightly, both Google and Yahoo!® currently have editorial guidelines in place requiring landing pages to have "relevant and substantial" content.
*Google has recently incorporated the use of your site's landing page relevance as a factor in calculating their
Quality Score, which directly determines how much (or little) you have to pay for each click. Having the ability to create custom, keyword-specific landing pages enables you, the advertiser, to dramatically expand the search term pool at a lower CPC; thereby increasing visibility, qualified visitors, subscribers, leads and sales.
Our Conversion Optimization Solution
We employ an extensive landing page strategy, complete with multiple variable and multivariate testing, and utilize real world program data to improve conversions throughout the search engine marketing conversion process. Not only are these pages targeted to specific demographic/geographic/product-specific segments, they often include dynamic copy directly relevant to the searcher's term. In other words, the search user gets their search phrase "mimicked" back to them throughout the conversion process.
In addition to the services mentioned above, ymarketing conversion optimization includes testing of variables that can improve conversion, including but not limited to offers, copy/headlines, images, layouts, buttons, colors, etc.
To learn more about ymarketing's Conversion Optimization services, please
contact us. If you want to read more about our
Search Engine Marketing Success Stories please click here.
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