subject: Boost Your Sales Performance With PPC Management [print this page] Ever thought of what is the recipe to boost your ROI without spending almost anything? The secret is examining first your Conversion Funnel in order for you to reduce your Cost per Acquisition. With properPPC management, you can achieve this without even changing any of your current online marketing strategies.
The main purpose you have your site live for the whole world to see is for the visitors to do something in your site; this is your Target Action. How much it costs you to get your visitor to do something such as filling in a contact form or making a purchase is your Cost per Acquisition or CPA.
Say, you bid $.50 for each visitor and the percentage of those visitors who actually do something in your site is 2%; this is your Conversion Rate. If you do the math, you'll discover that it takes 50 visitors at $.50 each to actually get one Target Action, creating your Cost per Acquisition at $25.
But your visitor doesn't immediately perform the Target Action once he arrives in your landing page. Instead, he passes through a series of pages before deciding to do something in your site. Also called the Conversion Path, this is the track your visitor goes through from Landing Page to Target Action. Your visitor might resolve to abandon your website at every step of the Conversion Path, creating a funnel of decreasing numbers known as the Conversion Funnel.
So, how do you exactly increase your ROI? As you can see, all you have to do is decrease your CPA by generating more targeted traffic to your site that actually does the Target Action. Also, you have to enhance the performance of your Conversion Funnel to 'decrease' the decrease of visitors at this stage. This is done by constantly and clearly communicating your marketing message down the entire path of the funnel.
Analyze your Conversion Funnel by examining the percentage of people who see the first page go to the second page and what percentage of those go through the next. You need to know the Conversion Rate of each page rather than the path as a whole. This greatly depends on the content of each page. In each page, your content must be able to tell the visitors what you want them to do and the advantages they will get in doing so. In other words, you have to continually motivate the visitor by constantly reinforcing your marketing message to get them to perform the Target Action.
SEM management doesn't end the moment your potential buyer clicks on your ad and lands in your landing page, but continues until your marketing goals are achieved.
