Pay per click must not be wasted

Search engine marketers must not waste the investment made during pay per click (PPC) campaigns, it has been suggested.

Writing for ion interactive, Scott Brinker identifies a level of detachment among many marketers between acquiring clicks and catering for the resultant traffic on their websites.

"But search marketing isn't just a one-way funnel towards conversion," he points out.

Rather, he advises that website analytics can help to detect patterns in visitor behaviour and improve the content of landing pages.

In this way, he also adds that potentially lucrative niche markets may also be identified among the traffic resultant from PPC campaigns.

"Otherwise you're just wasting money, buying clicks and throwing them away," he stresses.

Previous advice given by Anna Talerico on the ion interactive blog encouraged marketers to provide simple choices on landing pages.

Once a visitor makes their choice, the following page can provide as much content as necessary or include feedback forms, she explained.

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