Businesses new to search marketing and veterans alike can easily come to the wrong conclusions about their pay-per click campaigns. Imagine you pay $1 each for 200 clicks and you only complete one $50 sale. You’ve spent $200, and only earned $50. You calculate your Return on Ad Spend and you’re earning $.25 for every
This article explains some basic concepts related to bidding on paid search keywords based on return on investment (ROI). Using ROI to make bidding decisions helps ensure that you are spending your advertising dollars in the most effective ways possible. To explain these concepts, we will use paid search marketers Jane and Lisa as
Make sure you can be found: seeing site content and navigation from the point of view of a search engine. I’ve mentioned a few times on this blog how compelling content and links from other sites are the most important factors if you want to show up in search engines. That’s true, but they matter little
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