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One of the big challenges in search engine marketing is getting all of the volume you want from your campaign. For example, if you know that you are willing to pay $10 for a conversion, and your conversion rate is 10%, you would most likely be willing to pay $1.00 for each click to get the highest number of conversions you can.
However, the available volume in paid search is sometimes limited, and prevents you from getting to where you want to in your campaign. In other words, people only search so much on keywords related to your campaign, and there is nothing you can do with your paid search campaign that can change that. This is one of the major limitations in search engine marketing today.
This whitepaper looks at the top reasons why PPC campaigns miss volume targets. It also explains how the use of waterfall analysis for your keywords can provide insight as to what is happening with your campaign, and bring a sharp focus to the nature of the opportunities that are available to you.
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Sponsored by Marin Software
Sponsored by Marin Software. Founded in April 2006 by experienced search marketers and software experts, Marin Software provides an end-to-end, enterprise-class paid search management application for advertisers and agencies. Marin Software’s “No Black Box” methodology offers serious search marketers unprecedented control and transparency over their SEM programs. Marin Search Marketer® addresses the workflow, analysis, and optimization needs of advertisers and agencies, saving time and improving financial performance for large-scale SEM campaigns. Marin offers no term commitment and no up-front fees and is designed for those who are spending at least $100,000 monthly on paid search. Customers include Razorfish, ZipRealty, and Trouvé Media. Marin is backed by Benchmark Capital and Amicus Capital. For more information, visit www.marinsoftware.com.
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