Conversion Rate Optimization
SEM agencies typically will do a lot of work on your Adword account, they’ll fiddle with copy, keywords, etc., but they’re less happy rolling up their sleeves and hacking your site to improve conversion rate.
But when should you start work on conversion rate optimization? Never without stringent testing. Assuming your site is reasonably designed, and your product offering is reasonably priced, you should be able to achieve 6-10% click through rates (CTR), and 6-10% conversion rates. So roughly 1 in 10 clickthrough, and 1 in 10 of those on the site buy.
You can increase your CTR by analysing your copy and keyword cohesion. Spin out the higher CTR keywords into their own ad groups, and just use the target keyword in the Ad title. Speak the language of your customers.
But to increase your conversionr rate, you’ll need to roll up your sleeves and start someone serious work on the design and information hierarchy of your site. But again, I’d stress, don’t do it without testing. These guys know their onions, and their 101 tips for using the Google Optimizer are an excellent place to start.
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