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Customers Are More Important Than Clicks

Jeremy Muncy
Staff Writer
Published: 2004-08-10

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Getting clicks from pay-per-click (PPC) advertising on search engines can be exciting. One leading expert reminds us that clicks aren't customers and it's customers you need to focus on.

Online advertising expert Catherine Seda explains that while search engine advertising offers a pricing model that is generally unavailable with traditional media, traditional business sense is still necessary.

"Increasing your clicks is a good sign," Seda says, "but businesses need to track how many customers actually come from paying for placement on search engines. The next question, then, is how much are you spending to attract each new paying customer? Measuring return on investment is nothing new, but it's something small to medium size businesses often forget when blinded by the light of pay-per-click advertising."

Seda recommends businesses begin tracking their results, and says that doing so is neither difficult, nor necessarily costly. She points out that several of the leading search engines even provide free conversion trackers to enable business to get a grip on what it's costing them to generate sales from their paid listings.

Seda says, "The goal of your online advertising should be simple: cut waste from your ad budget and stick with keywords, ad copy and landing pages that produce results -- sales, not traffic."

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About the Author:
Jeremy Muncy is a staff writer for WebProNews.com

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