Shimon Sandler

Keyword Segments within the Conversion Funnel

The Conversion Funnel consists of 3 parts. Keywords can be segmented into these three segments: 1) Awareness 2) Consideration 3) Purchase * See graphical representation of the conversion funnel below post. Keyword Segments: 1) Awareness: Keywords are broad. Medium priced CPC’s, and high impressions. Low amount of terms. Consumer intention is to find information about [...]

Shimon Sandler

Landing Page or Landing Path

You might want to consider creating a Landing Path if you are using dynamic landing pages based on the Search term. Before building a landing path, you’ll need to use Web Analytics to analyze the clickpaths from the visitors that come to your website from specific keyword searches. Then, build a customized landing page based [...]

Shimon Sandler

Choosing Landing Pages

What converts better? A Category page or a product page? It really depends on the ad. If you mention a particular product, then ideally the visitor should land on that product page. But, a lot of advertisers prefer category level pages because they offer a happy medium between the homepage and the product page. For [...]

Shimon Sandler

Landing Page Testing

You can tune your landing pages to convert better by testing your landing pages. Landing page testing will enable you to measure trackable actions like a purchase, download, email subscription, form fill, etc. And, increase your ROI. That means you’ll need to “fine-tune� some page elements. The “tuneable� page elements can be: Headline, Page layout, [...]