Underappreciated PPC Statistics #2: Conversion Rate
You might think I'm crazy. Conversion Rate? Underappreciated? That's one of the big ones! The ones clients always ask about. The one you're always trying to optimize. How could it possibly be underappreciated? Here's how: Too often we worry about lowering cost-per-click without considering how it affects conversion rate. We can direct more traffic to lower-cost informational keywords and away from high-quality intent-driven keywords. Then we pat ourselves on our back