Last month at BarCamp Nashville, John Ellis spoke about Seven Habits Of Highly Effective Pay-Per-Click Advertisers.
One of his Seven Habits was to avoid the top spot in a Search Engine Marketing campaign.
The number-one position usually leads to a poor return on investment, and that can often be true of the second and third positions as well. The traffic coming from the top positions are not buyers; they are just researchers. Serious buyers will go to the third, fourth and fifth positions. When consumers are ready to buy, they will come back.
Bidding on a keyword at $10.00 for the top spot when the third or fourth spot can be obtained for much less is highly likely. Besides being a good steward of resources, if the keyword converts into a profitable lead, then the cost-per-conversion yield is obviously much better. In a sense, there is a relief to not engage in a keyword bidding war to always be number one.
Read the rest of the Pay-Per Chase article at BizTechMagazine. There’s a good discussion about maximizing a pay-per-click strategy and the rest of John’s Seven Habits Of Highly Effective Pay-Per-Click Advertisers.
John W. Ellis is a senior online marketing manager for ResortQuest International. Ellis blogs about search engine advertising at www.johnwellis.com