By
Joe Keenan
, Senior
and Catalog Success
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Beck then provided steps for optimizing paid search results.
* Limit cost/optimize ROI — identify long-tail terms;
* Pick sample campaigns;
* Create landing pages;
* Test and look at where you’re sending people — don’t just rely on analytics; and
* Make it scalable — automatic and expandable.
4. Keep them asking for more. Provide customers with basic product information, piquing their interest and driving them deeper into the site, Beck said. This includes product name, price, shipping information, customer review information, guarantee/security icons and others.
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