14 Hot Ideas in Free and Paid Search

7. Conversion is the ultimate PPC battleground. In the long run, multichannel marketers who get the most from each paid click to their site can afford to pay the most for those clicks. Do everything you can to increase site conversion.

Offer great merchandise, fair pricing, free or reduced shipping, strong guarantees, shopper-friendly return policies, user testing, multivariate site testing, Web-effectiveness projects and so on, and you'll do fine.