12-07-2006, 09:48 AM
Quote:Pay-per-click campaigns are fast becoming standard strategy for Web shop owners who want to drive traffic to their sites. However, an alarming number of e-tailers fail to follow through by evaluating the effectiveness of their advertising plans because they simply don't know how. Steve DiPietro, president of the online marketing firm DiPietro Marketing Group, shares a case study in which he helped a client analyze a PPC campaign and then offered a solution broken down into five steps that any online merchant can apply to their own venture.
An e-commerce business owner was very happy with her pay-per-click (PPC) advertising efforts. She had been using Google AdWords as well as Yahoo Sponsored Search for nearly two years. She found campaigns easy to manage set them up, let them run, and presto watch the orders roll in. The monthly bill was automatically charged to her credit card. It was easy enough.
Success was defined as "orders coming in." That's great, except for one thing no one at the company could answer the most telling question about their PPC advertising: Are you making or losing money on your PPC investment?...
full article: http://www.ecommerce-guide.com/solutions...hp/3647541