On the Web: Searchs Lost Metric

• Are your bids too low? The top three spots dominate clicks and traffic. If you're not bidding enough to appear on the first page of results, you're missing search traffic.
• Have you tested new ad copy lately? New copy can increase conversion rates.
• Are you spending enough time managing your SEM program? You — or your search agency — must spend at least 10 hours per week on this task.
• Do you have a pricing problem? Online merchants price at gross margins 10 percent to 20 percent lower than traditional retailers. To compete, make acquisition-oriented offers for new buyers.

If your nonbrand SEM sales are greater than 10 percent, test new landing pages to boost conversion rates. Try a dynamically driven welcome message on the landing page, for example.