Myriad Ways to Drive ROI via Paid Search
- Retargeting. It's rare to have a conversion rate of 5 percent, Lee noted, meaning that 95-plus percent don't buy. Set up a cookie on those 95 percent; then buy keywords and display advertising to target those consumers, he said. “You have a window to resell these people.” For New York & Co., Wong notes this window is generally seven days.
- Mobile advancements. Look for ways to incorporate mobile into your campaigns.
- Keyword-targeted rich media, such as YouTube and other video ads.
- Real-time search.
- And what a possible merger of Microsoft and Yahoo would mean for search.