Search advertisers who are exercising their budgetary ad muscles on keyword bid management are fighting a challenging battle. While quality scoring implemented by the search engines has helped to level the playing field for search marketers large and small, the dependency on keywords to attract business is siphoning valuable dollars from overall ad budgets. It's time to move beyond bid-centric strategies and look at ways to improve all elements of your performance-based programs, from sales lead generation through sales conversion.

Let's do the math. In scenario 1, advertisers "A" and "B" spend equal amounts on media and each have a 4 percent conversion rate. Their yield equals identical sales results. In scenario 2, advertiser "A" doubles the media budget while advertiser "B" increases the conversion rate to 10 percent. The end result is advertiser B yields more sales with less media expense. How is that accomplished?

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