Once your site has been optimized and its CPC advertising program configured, our attention turns to maximizing leads/sales and ROI. Armed with information from your site analytics, organic ranking report, and CPC campaigns, we will have actual data telling us which aspects of the campaign are working well and which are not. Using this data, we can make tweaks to your CPC campaigns or recommend other work that may help improve the overall number of leads/sales and the campaign’s ROI.
To help explain this concept, we modified the traditional BCG matrix known to most marketers and applied it to search engine marketing. By classifying keyword phrases according to their search volume, click thru rate, and conversion rate, we can determine where the best opportunities lie. Like a business manager that breaks his/her business units into cash cows, stars, question marks, and dogs, we apply the same logic to categorize keyword phrases. Our goal is to reduce efforts and costs associated with phrases on the bottom half of this chart while allocating more effort and budget to those in the top half.