The Number One Rule of Pay-Per-Click :: It's about buying conversions
www.searchengineguide.com: "The Number One Rule of Pay-Per-Click By Jennifer Laycock - May 09, 2005I can't count the number of times that I've spoken with clients, potential clients, or folks in discussion forums that are absolutely thrilled with the "success" of their pay-per-click campaigns. "We're getting so much traffic now" ...Unfortunately, they just don't get it. They don't understand that while they know how to set up a campaign, manage bids, and have even been able to see a rise in sales or leads, they are still breaking the number one rule of pay-per-click. They just don't get that it's not about buying traffic.
It's about buying conversions...
I'd say no less than 75% of the time that I speak to someone that's running their own pay-per-click campaign they can answer two questions for me almost immediately.
How many visitors did you buy last month?
How much did those visitors cost you?
That's an excellent start, but what these business owners really need to be able to answer are questions like these:
How many clients did you buy last month?
How much did each client cost you?
Which keywords buy your best clients?
Which keywords do you plan to stop bidding on, or drop your bid prices on?
What I usually get in response to these questions is a blank stare....
Pay-per-click campaigns are about buying customers. They are about finding the phrases that deliver buyers to your Web site and knowing how much money you make off of each buyer. Pay-per-click gives advertisers an opportunity to fine tune their marketing dollars so that they are spending their money in a way that delivers the most value.....
Adding thousands of keyword phrases to a campaign and then simply setting back and celebrating because you received more traffic doesn't make any sense. Take the time to find out which visitors are worth the most to you and then make changes to your campaign. Realize that the only number that matters in pay-per-click is your ROI, not your hit counter..."
posted by Jen @ 9:27 AM
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