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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 9Campaign Setup: Conversion Pages, Bids, and Budgets

Once your campaign goes live, you are paying for search clicks, so you should be well on your way to a well structured and tightly integrated campaign that hums along. Getting the click, however, is only half the battle. If you don’t get the person behind each click to stay, look around, be influenced positively toward your company, make a purchase, or register (if you’re doing lead generation), then you’ve wasted your money on most of the clicks. The solution is to have a system in place to measure the results of every click so that you can buy clicks (either manually or automatically through technology) more intelligently as the data guides the changes you make to your campaign. ...

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