Customers Matter, Not Clicks

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Many online advertisers have priorities mixed up.

Search Engine Advertising, Buying Your Way to the Top to Increase Sales

Getting hits from pay-per-click advertising on search engines can be exciting. But clicks aren’t customers, reminds one leading expert, and it’s customers you need to focus on.

In her new book, "Search Engine Advertising, Buying Your Way to the Top to Increase Sales" (New Riders Publishing 2004), online advertising expert Catherine Seda explains that while search engine advertising offers a pricing model that is generally unavailable with traditional media, traditional business sense is still necessary.

“Increasing your clicks is a good sign,” Seda says, “but businesses need to track how many customers actually come from paying for placement on search engines. The next question, then, is how much are you spending to attract each new paying customer? Measuring return on investment is nothing new, but it’s something small to medium size businesses often forget when blinded by the light of pay-per-click advertising.”

Seda recommends businesses begin tracking their results, and says that doing so is neither difficult, nor necessarily costly. She points out that several of the leading search engines even provide free conversion trackers to enable business to get a grip on what it’s costing them to generate sales from their paid listings.

In her new book, Seda gives detailed advice on how to use data to figure out what is working and what is not. She points out that tracking your customers and where they come from can help keep costs down and return on investment up.

Seda says, “The goal of your online advertising should be simple: cut waste from your ad budget and stick with keywords, ad copy and landing pages that produce results – sales, not traffic.”

Catherine Seda is president of Seda Communication, an Internet marketing and training company. This fall she’s a giving a groundbreaking seminar series in several cities around the country. For more information, visit:


Catherine Seda


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