Advanced Search Engine Marketing: Ongoing Optimization

The word optimization is against a background of binary code.Search engine marketing optimization efforts should always continue past the initial setup phase. It is hands down an ongoing effort!

In fact, advertisers can and should continue to increase the profitability of paid search marketing efforts at every step of the way.

Search Marketing Optimization

The main purpose of optimizing paid search marketing efforts is to improve website conversion rates.  When conversion rates are improved, website leads and sales increase without the need for additional budget spend to attract more website visitors.

For example, a website with a 1% conversion rate that has increased its conversion rate  to 2%, means it has successfully doubled its completed sales or leads.

Ongoing Optimization Efforts

Ongoing optimization efforts rely heavily on a proper pre-existing account structure and an overall appropriate and efficient online marketing strategy.  A top notch online marketing strategy will include, but is not limited, to the following:

  • a fully implemented tracking solution,
  • tightly constructed groups of keywords,
  • ad copies that speak directly to search queries,
  • appropriate site URLs,
  • etc.

Improve Conversion Rates

glass beaker with green liquidThere are many tasks to improve conversion rates, however one particular task is not necessarily more important than the other.  Most important is the order that they are performed in.

Why? The order of tasks performed is important because optimization follows the essence of the scientific method and is actually the testing, discovering and addressing of variables that affect the success of a website just like an experiment.


Start with website analytics data.  Analytics data is used to identify website weaknesses that should be corrected, such as but not limited to:

  • lengthy load times,
  • weak calls-to-action,
  • difficult or confusing navigation,
  • poor user traffic funnel,
  • and much more

Even such seemingly basic issues once fixed, can greatly improve a website’s success.  After a website’s technical and design issues have been fixed, is it time to redouble efforts and test the site’s landing pages.

Test Landing Pages

Savvy advertisers concentrate a great deal of effort on the improvement of landing pages.

Even small differences between nearly identical landing pages, such as the color scheme, page headline, placement of interactive elements, and even the font style all contribute to the conversion rate of the page.

To realize which variables optimally convert site traffic, as part of proper ongoing optimization, A/B and multivariate testing should be performed.

A/B Testing

What is A/B testing?

A/B testing is a tactic that online advertisers use to uncover which landing pages convert the highest. A/B testing is when an online advertiser purposefully sends internet traffic from the same originating source to different landing pages to discern which landing page converts the best.

Why use A/B testing?

Once enough conversions have occurred for each of the tested landing page to ensure statistical relevancy and the results have been recorded, those results are then measured and compared to one another to find the winning page.  The end goal is to present internet traffic with a landing page that is most likely to influence a conversion.

Multivariate Testing

What is multivariate testing?

Multivariate testing differs from A/B testing in that it is not a test between multiple landing pages, rather it is a test of a single landing page with different variations of on-page elements.

Why use multivariate testing?

Multivariate testing is used to determine the combination of page elements that when combined most significantly increase conversions.  There are many elements to a webpage that might be tested, for example:

  • Color of buttons, chalk mockup of a website on a blackboard for ongoing optimization strategy
  •  Font,
    • Size
    • Color
    • Etc.,
  • Headline,
  • Value propositions,
  • Testimonials,
  • Price points,
  • Images, and
  • Much more

Quality Score Improvement

AdWords and adCenter initiatives reward advertisers who land internet search traffic on pages that are highly relevant to an internet user’s search query with a higher “quality score.”

A high page quality score effectively lowers cost per click, thus making online marketing more lucrative over the long haul.  Pages are scored on a scale of 1-10, one being irrelevant and ten being the most relevant in the eyes of the search engine algorithm.

Landing pages should always be optimized towards achieving the highest page quality score as part of ongoing optimization best practies.

More Conversions Month-over-Month

Conversion optimization is the key to unlocking more conversions month over month.  Even seemingly small increases in conversion rates can double or even triple sales and revenue figures.

Best of all, the increase in new business captured through effective ongoing optimization occurs without the need for additional advertising spend.  In short, make more, spend less when ongoing optimization is done right.

Use an Online Marketing Professional

Generally speaking, search engine marketing ongoing optimization efforts are directed at PPC accounts like Google AdWords and/or aspects of a business’ website.  When it comes to search engine marketing, a little bit of optimization can go a long way if done right, but if done improperly may lead to dire repercussions.

It is for this reason that many businesses wisely rely on search marketing professionals for their ongoing optimization and search engine marketing needs.

Want to join the elite group of online businesses that make use of advance conversion optimization tactics?  If so, call or contact us today.