PPC Management

Ever wonder what is the secret to boost your ROI without spending almost anything? Evaluating first your Conversion Funnel is the key to lessen your Cost per Acquisition. With proper PPC management, you can achieve this without even changing any of your current online marketing strategies.

The Target Action is your principal purpose you have your website live for the whole world to see is for the visitors to do something in your website. How much it costs you to get your visitor to do something like filling in a contact form or making a purchase is your Cost per Acquisition or CPA.

For example, you bid $.50 for each visitor and the percentage of those visitors who actually do something in your site is 2%; this is your Conversion Rate. If you do the math, you’ll realize that it takes 50 visitors at $.50 each to really get one Target Action, making your Cost per Acquisition at $25.

But your visitor doesn’t immediately perform the Target Action once he arrives in your landing page. Rather, before figuring to do something in your website, he passes through a succession of pages. Also called the Conversion Path, this is the pathway your visitor passes through from Landing Page to Target Action. Your visitor might decide to leave your site at each step of the Conversion Path, making a funnel of decreasing numbers known as the Conversion Funnel.

So, how do you exactly increase your ROI? As you can see, getting more targeted traffic to your site that really does the Target Action is all you need to do is decrease your CPA. You also have to enhance the performance of your Conversion Funnel to ‘decrease’ the decrease of visitors at this stage. This is accomplished by continuously and perfectly communicating your marketing message down the entire track of the funnel.

Analyze your Conversion Funnel by examining the percentage of people who see the first page go to the second page and what percentage of those go through the next. You should know the Conversion Rate of each page rather than the path as a whole. This hugely hangs on the content of every page. In each page, your content should be able to tell the visitors what you want them to do and the benefits they will get in doing so. In other words, you have to continually motivate the visitor by constantly reinforcing your marketing message to get them to perform the Target Action.

SEM management doesn’t end the moment your potential buyer clicks on your ad and lands in your landing page, but continues until your marketing goals are achieved.