Marketers are spending more on ads than ever before. Ad spend is expected to continue to grow at an annual rate of 12.1% by 2019, naturally driving advertising costs upwards. This article series explains the importance of focusing on improving the ROI of your SEM, and explores critical things you need to focus on optimizing from your ads, all the way to your landing page conversions.
The advertiser’s logic is clear: spend some money on campaigns that target the very audience you want exactly when they want you; You spend some money to make more money.
If you are not doing something to optimize your buyer’s experience in step 2, you are probably wasting a lot of money.
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Why You Can’t Have SEM Without CRO: The Business Case
Interest in SEM as a search term has been on a steep rise in the last 5 years (2012-2016). In fact, PWC forecasted that digital advertising spend will continue to grow at a CAGR of 12.1% between 2014 and 2019 to a staggering 240 billion.
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What does this mean to you? It means that as bid south africa whatsapp number data 5 million competitions across all digital advertising increase, advertising costs will inevitable go up. Supply and demand.
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With advertising costs bound to go up, the pressure on getting your ads to perform and to ultimately yield revenue for your firm will also increase. I’ll repeat that in big:
With advertising costs bound to go up, the pressure in itself it is of course good of the on getting your ads to ultimately yield revenue for your firm will also increase.”
This means that you will need to think about how to improve canada cell numbers the efficiency of your ad budget:
First optimizing your ads, so that click-thru-rates are high and cost-per-action are as low as possible.
Second, making sure that your paid traffic is landing on pages that convert those visitors into leads and customers.
The science that makes the second point possible is Conversion Optimization. And although most marketers know what this is, the interest in CRO (Conversion Rate Optimization) has been increasing at a slower rate than interest in SEM. This is indicative of the gap between marketer’s spend in acquiring a lead vs. converting it (HubSpot, 2016): “For every $92 spent on acquiring a lead, only $1 is spent on converting it.
