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Higher Conversion
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PUBLISHER
here are many ways to increase con-
Ronald A. Fisher - 203-748-2050 ext.107
WE
version of your paid search campaigns.
raf@sumnercom.com
TOn a general level, it starts with the key-
CONTRIBUTING EDITORS
words, moves to the ad title and copy, and on
Marita Thomas
Chris Heine
to the landing page (the page at which your
traffi c arrives).
EDITOR
Ronald A. Fisher - 203-748-2050 ext.107
I won’t go into all those details here (that’s
raf@sumnercom.com
for another post), but did want to give a hint on
Nat’l Trade Associations
one strategy that may help increase conversion
PRODUCTION
Robert Siel, Director - 203-748-2050 ext.103
of your paid search campaigns. This strategy
by Eric Leuenberger
robs@sumnercom.com
serves a dual purpose and can subsequent-
Tracy Parisi - 203-748-2050 ext.114
tracy@sumnercom.com
ly fl ow over to converting visitors on your site that use your site search
Colin Hill - 203-748-2050 ext.128
form as well.
colin@sumnercom.com
Keri Hanson - 203-748-2050 ext.120
Relevancy is Key
keri@sumnercom.com
Linda Kondrat - 203-748-2050 ext.123
lindak@sumnercom.com
It has long been proven that when a user searches a specifi c term and
sees a listing with that exact search term in the title, they are more like-
CIRCULATION DIRECTOR
Brandee Carl-Werner - 203-748-2050 ext.127
ly to click through to the listing. The term used to associate the two is
brandee@sumnercom.com
called relevancy.
PUBLISHING OFFICES
Relevancy in paid search (especially Google) helps achieve a num-
SUMNERCOMMUNICATIONS, Inc.
24 Stony Hill Road
ber of important things.
Bethel, CT 06801-1166
1) The more relevant your ad is in rela-
Phone: (203) 748-2050
Fax: (203) 748-5932
tion to the keywords you are bidding on,
Email:
brandee@sumnercom.com
and in relation to the landing page your
Web:
www.webwholesalermagazine.com
visitors end up on, the higher your qual-
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ity score. The higher your quality score • United States subscriptions $39
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goes, the higher you will appear in the
• Available online @
www.webwholesalermagazine.compaid search listings and the less you will
®
pay for that listing. Web Wholesaler is published monthly by:
SUMNERCOMMUNICATIONS, Inc.
Higher quality scores in Google can
24 Stony Hill Road,
actually have you paying less than the ad Bethel, CT 06801,
Tel: (203) 748-2050
which appears in the spot below yours.
Send all inquiries, letters, and
In other words, you could have a number
submissions to above address.
one position in the paid search listings
Entire contents are copyright 2008 by
and actually be paying less (and in some cases quite a bit less) than
SUMNERCOMMUNICATIONS, Inc.
those positioned below you. That’s relevancy at work.
®
Web Wholesaler
(USPS 19-716) Periodical Postage
2) The second thing relevancy does is help create an association be-
paid at Bethel, CT and at additional
tween your ad and the product / landing page the visitor arrives on. This
mailing offi ces.
association often times creates higher sales conversion.
POSTMASTER:
Send address changes to:
®
Web Wholesaler ,
What Happens After you get the Click? 24 Stony Hill Rd., Bethel, CT 06801.
Once you get the click, you now need to convert that visitor into a sale.
Publisher reserves the right to refuse any
advertising, editorial or manuscripts that
A targeted landing page can help achieve this.
publisher deems inappropriate.
Following the initial search rules above for getting the increased click-
© 2008 SUMNERCOMMUNICATIONS, Inc.
through relevancy, you can increase your chances of getting the “action”
www.sumnercom.com
Continued On 12 E
10 December 2008
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