Search Engine Marketing and Search Engine Positioning Newsletter, August 6, 2005 edition

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(Continued) The RFS Newsletter, August 6, 2005. Page 14

To be truly successful in PPC, you will have to constantly analyze all your clicks, where they come from, verify your traffic, your page views, how long they stayed on your site, make a record of any changes you do in your bid keywords and, finally, analyze your conversions. This last step is one of the most critical in PPC. From experience, I can tell you that if you get 500 PPC visitors a day, costing you anywhere from 25 cents to maybe a dollar, and if your conversion rate is low, you're not going to last very long.

To be sure, take your calculator: Type in 500 visitors at an average cost of say 60 cents. This gives you a total cost for that typical day of $ 300. If you only made one sale of $ 100 from those 500 visitors, in other words, if you only had one conversion from them, you are out $ 200 for that day alone! As you can see, in PPC or in any other kind of paid advertising or search engine marketing, conversion is king.

On the other hand, if you happen to sell expensive items in the four or five digit range, then a cost of $ 200 or $ 300 per client may not be too expensive to you. So the industry or category you operate in can and will make a big difference.

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