‘Keyword tiering: A systematic way to juggle your AdWords priorities’ – Search Engine Land
Jacob Baadsgaard says, “Ever feel like AdWords is one giant juggling act? You cut your cost per click, only to watch your conversion rate drop. You increase lead volume, but those leads don’t turn into sales. You finally boost sales, but now your cost per click is unprofitably high…
When does the madness stop?
With all of these apparently conflicting priorities, it can be easy to drop the ball a few times. Or, worse still, you might feel like AdWords isn’t worth the effort, throw your hands in the air and quit.
However, there is a way to juggle all of your marketing goals — a way to balance clicks, conversions, sales and return on investment (ROI)”.
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