Cut Your Google Bill (Without Losing Sales)

2. Establish a relationship, and leverage it. Don’t think of a search interaction as a single customer communication — or even a single opportunity for a conversion. Think of all the possible interactions beyond search.

When targeting your best customers, focus on which audiences provide the best lifetime value or lead quality. When measuring the success of a search campaign, don’t just look at immediate shopping cart metrics alone. Use email sign-ups and online and phone tracking to better understand how you can integrate touchpoints beyond your site.