PPC Advertising Connects to Conversion Rate at ClickZ from Fredrick Marckini looks at why understanding your conversion rate -- and getting it higher -- means you'll stand a fighting chance as bid rates for terms continue to go up. And you'll do even better if you can factor in some additional factors that justify higher costs, even if they don't happen directly from conversion. That's touched on at the end of the column, but also see Search Worth More Than The Clickthrough and Most Conversions Happen Offline; You Need To Measure These! for more on this.
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