One of the big challenges in search engine marketing is getting all of the volume you want from your campaign.
Consider this scenario: you’re willing to pay $1 per click, based on a conversion rate of 10% and a cost of $10 per conversion. But the available volume in paid search can be limited — people only search a certain amount on your keywords — and there’s nothing you can do to change that.
Our most recent Search Marketing Now whitepaper, sponsored by Marin Software, addresses the issue.
“Why Paid Search Campaigns Often Fall Short of their Volume Targets” looks at the top reasons why PPC campaigns miss volume targets. It also explains how the use of waterfall analysis for your keywords can provide insight as to what is happening with your campaign, and bring a sharp focus to the nature of the opportunities that are available to you.
Other free whitepapers currently available from Search Marketing Now:
Sponsored by Lyris
Sponsored by The Search Agency
PPC: Insourcing or Outsourcing
Sponsored by MediaWhiz