Wednesday, 21 March 2007
Cost per impression, cost per click or cost per action - the one commonality is cost. And, like every cost there must be a counter-value. Advertisers (and not Google) are responsible for ensuring that that value is realised by making sure that the result of a visit to a site or a landing page is a profitable one. Start by segmenting your audience, making the landing page relevant by aligning the content of the page to the ad, banner, search result etc, test and optimise the different elements of the page and use metrics to listen carefully to what the consumers (visitors) are telling you. In the absence of this, the cost/value ratio will continue to be out of whack whatever the model.