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.