5 Tips for Increasing Pay-Per-Click Conversion Rates

Google’s Farmer/Panda update serves as a reminder to online merchants that their non-paid search traffic is subject to an algorithm that constantly evolves. Pay-per-click advertising, on the other hand, allows merchants to diversify their revenue streams in a manner that’s more controllable.

The Farmer/Panda update, combined with steadily increasing online retail sales, has motivated online merchants to optimize “pre-click” advertising settings, which include PPC copy, bids, keywords, negative keywords, campaign structure, and budget strategy. What’s often neglected, however, is what occurs “post-click.”

Indeed, online merchants who seek a true competitive advantage over their PPC competitors should focus on “conversion rate” and “average order value,” two critical post-click metrics.

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