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Search Engine Advertising: Buying Your Way to the Top to Increase Sales, Second Edition by Catherine Seda, Kevin Lee

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Chapter 3Essential Pre-Planning

Resist the temptation to jump directly into paid placement search engine marketing because if your site is not ready, you’ll be wasting money. Just like a retail store being ready to accept traffic generated by flyers and mailings, your online presence must be ready to make the best possible use of visitors. Failure to be ready is an opportunity cost, a missed opportunity, as well as a poor reflection of your brand on visitors.

Is Your Site Ready?

Searchers are different from other visitors to your website. Searchers have a specific need, desire, or interest, and failure to reinforce and meet that need can cause the dreaded Back button click. You’ll struggle to keep site abandonment or Back-click percentage as ...

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