Improving Pay-Per-Click Conversion Rates for Storefronts

Many organizations are driving their online marketing efforts by using pay-per-click advertising. In order to maximize return on dollars spent, they’re using keywords to help improve search engine rankings and track the results of their campaign to make sure it’s an effective use of their advertising dollars. TAB Member, OpenMoves, recently posted a discussion on this topic:

There are so many steps involved in seeing good returns on your paid advertising spend. So, first we’re going to assume you did your homework and you built out a robust campaign in Google AdWords and/or Yahoo Search Marketing, complete with targeted keywords, focused text ads, and a cohesive ad group structure. So, now that you are receiving clicks, how can you make sure you’re earning enough revenue to justify your paid advertising budget?

Destination Landing Pages
The page to which your ads click through—does this page either show the product matching the keyword you are using, or does it at least show a listing of products that match the keyword phrase? It is always better to send a user to an internal page of the site, rather than the home page for some of your less general keyword phrases.

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