Will Work for Conversions

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About the Author

(78 Posts)

Kevin Gold is Director of Internet Marketing at iNET Interactive, a social media company operating prominent online communities for technology professionals and technology enthusiasts. Kevin is a frequent contributing author to multiple publications including Search Marketing Standard, Practical eCommerce, DIRECT, Entrepreneur.com, ConversionChronicles.com, About.com, and On Target (Yahoo! Search Marketing newsletter).

2 Comments*

  1. Veiko Herne says:
    December 12, 2007 at 9:41 am

    Good article. Some Internet Marketing Metrics I found in my research will show that PPC is only profitable when your product have hughe margin.

  2. Eran Malloch - AdWords Management says:
    March 4, 2008 at 3:50 am

    Hi Kevin,

    A good article and I totally agree with your comments.

    I’ve found that (in general) clients normally have NO IDEA of conversion strategies and if I don’t actually bring the subject up & push them to start thinking about it and working with us to implement it, the job always turns into a cancellation.

    I just had an experience like this last week where the client had NO IDEA and really didn’t see the value in improving conversions. They were only interested in clicks & sales (!)

    In their case, sales were NOT going to happen without conversion strategies, but try as I might, I couldn’t get these guys to take me seriously on this – they just wanted us to send them traffic & fast!

    No big surprise that they cancelled after spending $x and getting NO enquiries…

    Can’t say I didn’t warn them…

    I think the answer (as a SELLER of PPC management services) is to get tougher on them before they even place an order with us. Set expectations early and re-inforce them regularly.

    Refuse to even take on jobs if they want great results but won’t help us to help them…

    Anyway, life goes on. At least SOME of my clients understand this stuff :-)

    Eran Malloch
    Adwords Qualified Individual
    WCR Internet Marketing
    Perth, Western Australia

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