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I Want my 97 Percent
By JJ Bannasch, Media Planner
The basic approach to optimizing paid search campaigns is to focus on the keywords that are performing well and make adjustments to these top terms. Is this the most effective means to optimize a campaign? With an average industry conversion rate of approximately 3%, this method means that campaign optimizations are only being made on a lowly 3 percent of search traffic.
To boost the impact of paid search executions, it's important that marketers do not neglect the other 97 percent of traffic. This traffic still has the potential to convert into sales, leads and orders. |
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Here are some options to optimize non-converting keywords:
Maximize returns on general keywords that target users at the top of sales funnels by employing pre-segmentation strategies. This will improve relevance and landing page experience
Build a better understanding of why traffic is not converting by examining site analytics. Doing so can decrease drop-offs, bounce rates and improve conversion funnel success.
The Proof is in the Data
Marketing Sherpa asked paid search practitioners to name underused and under valued search marketing metrics. Here are the results.
Source: eMarketer, July 8, 2008
For information about Geary's search marketing services, visit our website here. |
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Dream Big
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For additional details and information about Geary's award winning work, email info@gearyi.com | |
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