07 July 2006

More people are seeing the PPC ads for towels

The experiment with the egyptian cotton towel keywords was relatively successful but we will have to monitor it over a period. Adding the new keywords increased the number of impressions by several orders of magnitude. That increase in searches meant that our highly structured, pre-qualifying PPC ads suffered a significant fall in click-through rate. That was to be expected, since our potential customers would be a smaller percentage of the increased number of impressions. If click through rate remained at that rate and visitor quality dropped we would soon go broke.

Overall, the thing that made it a success was the conversion rate on the site which was a full 33% of the visitors coming in through PPC.

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