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BizReport : Search Marketing : November 06, 2006

“Lifecycle” Manages Conversions

Rather than focusing on driving a small amount of traffic to boost online revenue, a new ad managing system from SmartSearch is focusing on managing the lifecycle of a campaign by increasing conversions.

by Kristina Knight

Patricia Hursh, SmartSearch Marketing founder and president said (via Clickz), “Everybody's in a hurry to drive traffic to their site, but we've noticed that the savvy marketers, especially the B-to-B ones, will come to us with a focus on conversions.” Hursh goes on to say that tweaking a pay-per-click campaign for traffic will garner fewer results than boosting the conversion rate. Even a half-percentage point will create a drastic improvement in the bottom line.

That is the feature of SmartSearch’s new Lifetime Management service. Targeted toward Business-to-Business (B2B) clients, it tries to improve conversion rates by also improving the post-click experience of consumers. Improvements to site design, landing pages, better usability and improved site content are some of the focus areas. In addition, SmartSearch is building branded microsites to be used as landing pages by paid search marketers.

Rather that instructing companies on what needs to be done, SmartSearch takes everything in-house. They present the changes, make them in-house and once clients see the difference they are more likely to take the changes to heart in campaigns they manage themselves.

Tags: B2B, conversion rates

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