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The Truth About Pay-Per-Click Search Advertising by Kevin Lee

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Truth 21. Search and the buying cycle

Are you always ready to buy, ready to register, ready to call, and ready to subscribe? I didn’t think so. Neither is your target audience. Remember Marketing 101 or those sales books that talk about the buying cycle? They have a point well worth heeding when it comes to search marketing: Not every visitor is ready to buy all the time, and that doesn’t mean they are worthless to you; quite the contrary, they might be close to becoming a valuable customer.

Normally, I rant and rave about measuring conversion so that you can optimize your campaign around orders, monetizable actions, and conversions to leads. However, CPOs, CPAs, and “lifetime value” are just the beginning of the story for many marketers. ...

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