« Paid Search Engine Marketing (Part I)
Tips and Tactics
- While paid search engine marketing can result in more traffic for your site, traffic in and of itself does not always mean that much unless you can convert that traffic into sales. Optimizing your website, and in particular your landing page, can help your return on investment by keeping visitors on your site longer. Being specific and clear in the actions that you want your visitors to take will help in this regard.
- Paid search campaigns allow users to set many parameters for their campaigns, one of which is the time the ads will show. Knowing your demographics will allow you to further narrow down your target audience. For example, if the majority of your customers are business people, then showing your ads during regular business hours will be your best bet. If college students are your target audience, then showing then later in the evening might work for you.
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