{"id":4840,"date":"2015-07-08T06:54:07","date_gmt":"2015-07-08T11:54:07","guid":{"rendered":"https:\/\/www.invespcro.com\/blog\/?p=4840"},"modified":"2015-07-08T06:54:07","modified_gmt":"2015-07-08T11:54:07","slug":"why-conversion-optimization-of-your-ppc-campaign-is-the-last-thing-you-should-do","status":"publish","type":"post","link":"https:\/\/www.invespcro.com\/blog\/why-conversion-optimization-of-your-ppc-campaign-is-the-last-thing-you-should-do\/","title":{"rendered":"Why Conversion Optimization of Your PPC Campaign is the Last Thing You Should Do"},"content":{"rendered":"Reading Time: <\/span> 5<\/span> minutes<\/span><\/span>

Imagine you\u2019re a photography buff and you start seeing lots of advertising everywhere for a new camera superstore opening in your area. You can\u2019t turn on the TV, open a newspaper or drive down the road without seeing a billboard or advertisement for the new store.<\/p>\n

On the day of the grand opening you arrive at the store, full of anticipation of getting your hands on the camera equipment you can\u2019t find anywhere else. The store looks great and lots of people are there.<\/p>\n

But when you finally get inside, you don\u2019t find what you expected, the product displays don\u2019t make sense and it\u2019s difficult to know how to get what you came for and pay for it.<\/p>\n

The mistake that the store owners made is to concentrate on getting more people to the store thinking that\u2019s enough to make sales.<\/p>\n

No one would invest in a bricks and mortar store unless they knew adequate resources were devoted to carefully thought out floorplans, signs, displays and assistance so shoppers can easily find what they need and be able to checkout quickly and conveniently.<\/p>\n

It would be\u00a0ridiculously wasteful to spend money to attract shoppers unless the right elements were in place to convert them once they got to the store.\"Google<\/p>\n

So Why Do We Do Exactly That\u00a0Online?<\/strong><\/p>\n

PPC is Irresistible:<\/strong> Google Adwords and other PPC advertising programs are the great double-edged sword of digital marketing.<\/p>\n

On the one hand they might be the ultimate advertising medium of all time. Before Adwords, who could have imagined an advertising channel that you only paid for if your customers actually took action (clicked) on it – as opposed to merely getting an \u201cimpression\u201d; and that you could geo-target; display with specific phrases; at certain times of day, and precisely when your products are front-of-mind.<\/p>\n

But all those incredibly seductive traits of PPC takes your focus off the main goal of any advertising, which is to convert a customer<\/a>. And that can end up, like the bricks and mortar scenario above, being ridiculously wasteful.<\/p>\n

We are so enamoured by PPC\u2019s ease of use, flexibility and effectiveness at getting people to visit our website that we now judge the success of our digital marketing campaigns, PPC and SEO, by click-through rates, how many people visit our site and\/or email addresses we get.<\/p>\n

The numbers underscore our warped sense of digital marketing success:<\/p>\n