Search Mentality and Conversion vs Cost Per Click
By Scroggie on Friday, January 20th, 2012 at 3:47 pm |
It is the aim of most online advertisers to achieve top keyword rankings within the search engines. It does not take a rocket scientist to work out why. If your website gets seen by the majority of people looking for a specific product, you WILL obtain leads, sales, and enquiries. The better your Search Engine Rank Page (SERP) result is for a keyword, the greater the volume of traffic you will have to your website.
So now we’ve reminded ourselves of the basics, let’s look at this in a bit more detail;
It is safe to say whenever someone is doing a search for a product or service, they have an idea of what they want – but not always where to get it. Many things in life teach us to be wary of things we are unsure of. This is something many end-users suffer from when buying or enquiring online. The process starts the moment that your website becomes visible to the very people who you want to attract.
From the perspective of the natural listings, good and successful SEO will always generate site visits, the higher up the page you are – the more traffic you will get. Once the searcher is engaged and on your website – good content, and an easy to use check-out / enquiry system will convert your traffic. So you can always consider higher SERP results in the natural listings to equal more business.
If you are promoting your website via a Pay-Per-Click campaign of any size or budget you will want to measure the success of the campaign based on the following factors;
- Volume of clicks
- Number of Enquiries / Sales / Leads
- Cost Per Conversion (Click to sale)
There are many other factors involved in analysing how to improve and reduce your Cost-Per-Click, these include Advert Copy and quality, thorough Keyword Analysis, and a well monitored bidding strategy to name just a few.
“For my Google Adwords, what position gives me the best value for money?”
To answer this I shall give you a personal example of my own search mentality.
When I shop online as I recently have for a new pair of Leather Boots for work (I’m quite particular about what I like) so I go on to Google and type in “smart leather boots”. The top result is a big chain store offering the usual styles. I like some that I see and go back to Google and search for “English Chelsea Boots”. I have done a generic search and gone from a vague, main keyword to now searching for a specific item, I’ve done my research and now I am looking to buy. But where from? I’ll generally look at two to three websites if I’ve not used them before and generally use the site that offers me the best value and the easiest way to pay.
I can take this very personal example and the last three years of experience working in the online marketing industry to say – to a greater degree, people clicking on the first website to appear in the SERP are researching on their keyword. Once people have spent some time searching and identifying what they want, they will have found the site they want to buy from. If you are in position 3 and have the best service on offer you have the most chance of securing the sale / enquiry.
Positions 3-4 have a BETTER Conversion-Per-Cost ratio than positions 1-2.
When manually managing your bids within a Pay-Per-Click campaign you gain control of the position of your adverts, and the opportunity to engage with your potential clients just when they’re ready to buy. If you wish for your adverts to be in position one in the Sponsored section of Google, you will be paying more than anyone else per click-through to your site.
- Lower positions mean cheaper clicks.
- Cheaper clicks mean more traffic for your daily/weekly/monthly budget.
- You are attracting people who have already researched into what they really are looking for.
As a result of in-depth keyword research, identifying search terms with high-bounce, the difference between a research and a buying keyword, and a good bidding strategy, your conversion goals will become closer to your grasp.
Some interesting data has recently been published about Google’s earnings for last year. Google had a very good 4th quarter in 2011. The earnings breakdown shows that there has been an increase of 34% Paid Clicks on the Google Network worldwide. The big thing to notice here is that from Q3 leading in to Q4 – cost per click reduced by a figure of 8%.
More people are clicking, and clicks are costing less money. Vigilant management of your paid campaign will ensure you are spending correctly, and over time you can reduce your conversion cost.
This couldn’t come at a better time for businesses marketing online right now. Working with SEO Next you can rest-assured that your advisors are all up to date on the latest trends in the internet marketing community.
We are now working with a number of clients for whom we manage both SEO and PPC campaigns. The purpose is to optimise the cost per conversion, and improve the cost per click until results have been achieved via our comprehensive SEO service. We pride ourselves in helping clients re-align their marketing budgets from PPC to SEO whilst improving sales, enquiries and most importantly profitability.
2012 will be the best year to date for SEO next. We can work with you on your journey to making this your best year also.
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