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by Stephen Logan on 15th December 2009
Companies using a paid search campaign should be aware of how much each ‘click’ costs them, according to an industry analyst.
Writing for Search Engine Land, director of search engine marketing for Yahoo! David Roth suggested that it can impress more senior members of management if a person can say exactly how much sales opportunities are costing.
He explained that knowing the details of pay per click services is not only important for maximising the number of customers a company sees, but also for justifying any budget increase that a person may need.
Mr Roth claimed that it can be useful to ensure that the statistics available are presented in a content heavy format, as well as an easily readable graph or chart.
"Optimise to conversion volume or cost per conversion, whichever will support the goals of the brand campaign. Identify strong performing ads and place new ads in rotation as often as possible," he added.
In other search engine news, both Yahoo! and Google now include real-time search results, such as Twitter content.