Lower Conversion Costs While Increasing Sales Return

Posted onApril 25th, 2010 byadmin

Lowering Conversion Cost without lowering sales return has always been the advertiser’s dilemma. Increasing return has always been an amazing feat. Advertisers have pushed for the lowest conversion cost. But at the end of the sales day, they paid closer attention to sales volume and return than conversion data. As professional Adwords managers, its expected that we’ll be asked to lower conversion cost for our clients. Now at what cost can we do this? The fastest way to lower conversion cost is to lower CPC and the fastest way to do that is to lower the keywords bids and consequently lower ranking, exposure, traffic, and sales return.

So in our business, the client has passed the dilemma onto us. How are we to manage client expectations with lower conversion costs while increasing the sales revenue?

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