What’s the real optimal cost per lead for your SEM program? How can you improve conversion rates? Keep your search marketing program growing? Assure you that aren’t overlooking any important opportunities for optimization?
Discover the answers to these questions and others here in some of the best posts on search engine marketing of last year.
Finding The Optimal Cost-Per-Lead by Search Engine Land
Patricia Hursh makes the case that the lowest cost per lead isn’t always best, as this pursuit can cause marketers to leave leads on the table, so to speak. The goal, as she states it, should be rather on “maximizing lead volume at an acceptable (profitable) cost/lead.”
5 ways to boost your lead conversion rate by iMedia Connection
Noting that 78% of marketers consider generating online leads one of their top priorities, Andreas Roell offers advice on how improve both the quality and quantity of leads, including sharing source information between marketing and sales (as not all leads are created equal) and carefully monitoring the lead generation performance of each source. In another excellent piece from iMedia Connection, 10 tips for extending paid search growth, Noah Elkin and Rick Dalton provide tips on how to increase results from paid search, such as expanding your keyword list, optimizing text ads, carefully segmenting keywords and using the AdWords Search Query report to identify negative keywords to add to campaigns.
9 things you MUST know before you start any conversion rate optimization by Search Engine People
Though this post is aimed primarily at b2c e-commerce sites, b2b marketers may find a few useful takeaways as well. Khalid Saleh provides helpful tips on how to improve conversion rates such as analyzing your analytics, viewing optimization as a long-term commitment, andstarting optimization during the initial site development process.
Finding Google AdWords Super Converter Keywords by MediaPost Online Media Daily
Laurie Sullivan reports on an online presentation by AdGooroo founder Richard Stokes, in which he explained how to find “super converters”—combinations of keyword phrases, ad copy, and landing pages that align to produce “enormous profits.” Stokes pointed out that “They are nearly impossible to predict,” but explained a formula for identifying them and methods to increase the odds.
Patricio Robles reports on a study which showed that contrary to other research indicating that paid search results get 25-30% of all search query clicks, the actual number is closer to 15%. The study authors admit that because they focused on meta search engine DogPile, the figures may be different for other search engines (such as Google, maybe?). What is clear is that, regardless of the precise figure, a significant majority of clicks go to organic results; therefore, smart marketers will invest in both paid search and organic SEO.
Aaron Wall talks to Dr. Karl Blanks and Ben Jesson of Conversion Rate Experts about improving conversion rates, the most common mistakes search marketers make, messaging, audience targeting, testing, the role of public relations in the conversion process, generating referrals and more.
Never Get Bored With My PPC Tasks Checklist by PPC People
As Amber writes, “This post is dedicated to all the PPC search advertisers out there who think they have done everything to their PPC account and still can’t get the results they need to meet their goals. Just like any job out there, you can never be bored with your PPC account. There is ALWAYS something you can do to improve your performance.” She goes on to provide 15 tips for areas to check and tweak, such as geotargeting settings, keyword groups, negative keywords, ad text, bids, day-parting, landing page design and more.