Search Marketing

Campaign Consistency: Avoiding the Conversion Hall of Shame

“The number one driver of conversion is matching your visitors’ intent when they get to your website,” says Tim Ash, CEO of website optimization consulting service SiteTuners. “Your job is to make the connection between the audience and...

5 Ways to Take Merchandising to the Next Level

Getting the right product in front of the right visitor at the right time isn’t easy. If it was, every visitor would convert on their first visit to your website.A key challenge to online merchandising? Instead of the...

Merchandising Matters: Landing Pages and Entry Pages

When it comes to the conversion funnel, the best places to start optimizing are at the ends—your entry/landing pages and your checkout pages. From a merchandising standpoint, the inclusion of relevant information—such as product recommendations—on checkout pages tends...

Follow the Signal for Better Search Results

In a search marketing strategy, each of your channels is primarily geared toward a distinct goal with its own ROI: Organic search—to acquire customers by ranking high on the search results page for targeted, high-value phrases for as...

Website Testing Wins: A Banner Response From Search Traffic

Last week, my colleague Adam Figueira explained the need to better coordinate pay-per-click advertising with website optimization efforts to turbocharge paid search results, not to mention conversion.A good example of how to drive KPIs by thinking beyond the...

Turbocharging Your Paid Search Program, Part 3

The third and final installment in the “Turbocharging Your Paid Search” series focuses on objection handling. Of the tactics I mentioned yesterday, you’re most likely to encounter stiff resistance to my recommendation that you pause keywords whose Quality...

Turbocharging Your Paid Search Program, Part 2

Yesterday, I wrote about the two primary reasons why your paid search program performs below expectations. If you’re also spending at a ratio of 92:1 to attract search traffic versus convert it, read on for the two off-...

Turbocharging Your Paid Search Program, Part 1

On average, companies pay out 92 times as much attracting website traffic as they do trying to convert it, according to Econsultancy. And having spent more than five years helping companies manage and optimize their paid search programs, I can...

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