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Have you ever wondered how much marketing $ are going to drain?

Have you ever thought if there is a way to pay publishers on Cost-per-Action in place of regular Cost-per-Click?

Whatever would be your online campaign goals, have you ever considered in reducing the click volume based on the results for?

JupiterResearch says “The U.S. Online Advertising will continue to grow to $18.9  billion in 2010, Cost-per-Click advertising being the largest contributor which includes paid search marketing, the average CPC will also have steady growth. What does that mean to marketers is an increased Online Marketing Budgets with higher competition for your bidding campaigns.

It calls for an action to optimize your campaigns from many perspectives.  For any campaign optimization the better start point is to look at the bounce rate.   Bounce rate is the ratio between no. of visits to the landing page and immediate exits from the landing page.  The bounce rate is also called single page access or landing page abandonment rate.

For example, you have $10k budget for this month’s campaign which you want to invest in Google, Yahoo, MSN and few more local search engines and publishers. Assume you are paying at an average of 50 cents per click for each of these publishers which typically convert to 20k visitors to your web site.

Now , the deal is how many of these 20k visitors buy your company product or do action that you would want them to, which is a visitor conversion on your website.  The conversion can happen on the lading page or on subsequent pages, if your campaign goals are sales related, it typically happens in the subsequent pages and if it is lead generation or branding related goals it can also happen in the landing page itself.  There is certainty that your landing page will receive 20k visitors from the publishers you paid for, but there is no guarantee that all these 20k or at least a majority of them convert at your website.  Any efficient campaign marketer is not only look at higher ROI but also an optimum ROI.

You are paying $10k in the above example to drive 20k visitors to your website landing page, if visitors are just exiting as soon as they land the web page without making the action you want them to perform, all your campaign $ are just going to drain.  You can look at below why visitors abandon the landing page before u talk about how to convert them.

Reasons for Landing Page Abandonment:
1. Content Irrelevancy
2. Design Issues
3. Untargeted Traffic
4. Improper Call to Action
5. Incorrect Content Positioning
6. Repelling Offers and Incentives
7. Trust and Information Security Issues

Fix the above issues to retain the visitors on your landing page after they arrive and always make it obvious on the landing page for your website visitors to make an action that you would them want to.

And, also keep monitor the Bounce Rate along with the Conversion Rate to optimize the publishers list and keywords.

In the above example, we can optimize the landing page for reducing the bounce rate for the keywords “cheap widgets” and “widgets online” and “discounted widgets”. For the keywords widgets and $10 widgets can likely to be removed from the campaign so that these $ can be reinvested in the keyword that performing.

In the above example, we can optimize the landing page for reducing the bounce rate for the google, yahoo, epinions.com campaigns and allocate more funds to widgets newsletter.

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