If you haven’t put a critical eye to your search efforts, a little attention will go a long way. Unoptimized search traffic is often a marketer’s lowest hanging fruit. Here’s an example of the ROI from a recent in-market paid search campaign:

• • Keyword and benefits-driven ad copy was introduced and CTR increased 73%
  • CPC was increased to achieve better ad positioning and drive more qualified traffic
  • Keyword groups were expanded and campaigns more tightly consolidated and overall spend was reduced by 14.9%
  • Unique, keyword-driven landing pages and a tighter, more controlled registration flow were introduced and conversion rose by 54.5%
  • During the 3 month period, paid search cost per conversion decreased by 15.82%

SITE-SIDE ACQUISITION

Same thing goes for optimizing your website with a value-driven messaging framework that corresponds to your search campaign. Impressive results from a recent on-site ad campaign:

• • Dwell time increased by 40%
  • Registrations increased by 108.3%
  • Profile edits increased by 215%
  • Viral activity (invite a friend) increased by 318%