Sandra Cheng

For marketers to become successful in their SEM efforts, PPC can no longer stand for “Pay Per Click” – it must stand for “Pay Per Conversation.” Many marketers agree that the current state of the economy is having an impact on their marketing plans. That’s why every dollar and click matters. Every click is a potential customer trying to engage you; will you continue the dialogue or have them bounce off your landing page just moments after they arrive? What you want to do is engage and persuade your visitors to keep taking the next click, all the way through the purchase funnel. To achieve that, you must demonstrate the value of your products and services in all your marketing, especially when sales are decreasing. You do that by planning content to improve relevance and test continuously until you have the best conversation. This session will show you how to identify missed conversations and what you can do to improve them and your PPC ROI.