Conversion rate improvement, for many of us, is as much a part of the overall process of optimizing a paid search campaign as, say, "off-page factors" are to SEO.
Recall the holistic view taken in last month's column, Your Paid Search Performance Is Relative. I spoke about the potential for widening the gap between your company and a competitor by looking beyond just simple bid management, to improving conversion rates, working on the business model, and other larger issues of business process. The end result of doing these things can be a virtuous circle, allowing you to bid higher, to [...]
Related Topics: Channel: Analytics | Paid Search Column | Search Marketing: Landing Pages