The response to this disadvantage is investing in an in-house PPC manager so there is no worry about losing valuable campaigns. However, the problem with keeping a PPC manager in-house is the amount of optimization required for effective PPC campaigns. It can be too much for one person and additional PPC tools may be required.
While PPC tools allow one person to perform tasks that normally require three to four people, these tools can take months to set up. Links need to be replaced and tracking scripts need to be created and placed. Once all those pieces are complete, a system may need up to 90 days to learn how to properly manage keywords, and in some cases, the tools require the manual setting of a dayparting schedule.
Now What? Once you evaluate your keywords, optimize your landing pages and have your management tools in place, you must take advantage of the traffic. Ultimately, the question is how to combine leads and sales. As an online vendor, you are paying for each click, so it is important to create as many touchpoints as possible with each potential customer.
Essential No. 2: Registering Visitors
How can online vendors take advantage of the traffic they generate from paid search campaigns? Whether you're offering a "Buy Now" button on the landing page of your advertisement or a free download of your product, you're hoping for a good percentage of clickers to convert into paying customers. But what if a lot of people are clicking on your ads and only a few are converting? In general, you should avoid paying for clicks without getting something in return. That is a negative ROI!
One strategy is combining lead generation and sales on one landing page. This practice increases the amount of consumer information you receive through your PPC campaign and also increases the number of consumer touchpoints for revenue. Just add a free download link on the PPC landing page for the consumers clicking on paid search ads and arrange the process so the consumers must provide you with information like first name, last name and email address in order to obtain the free download of the product. When collecting email addresses, you have to ensure these are valid addresses; otherwise, you will run into problems with Internet Service Providers (ISPs).