Chapter 4: Optimizing Your CSE Campaign Results
How can a retailer optimize his/her CSE campaigns?
So now you may have a small grasp on data feeds, bidding, and the general differences between each CSE, but you need to learn to seal the deal and start converting all this activity into actual sales. That’s where your website comes in. As the e-commerce retailer, your goal is to make your CSE campaigns as lucrative and efficient as possible. Their cost-effectiveness, however, is largely dependent on your site’s ability to convert the CSE traffic. There are several methods to facilitate this.
In this chapter, we’re going to discuss how you can make your campaigns highly effective primarily through website optimization. Your site needs to be sharpened and fine-tuned for the increased traffic that effective CSE campaigns will bring in. The reality is that your site should be optimized regardless of whether you’re running CSE campaigns or not.
This truth is especially important to keep in mind when your CSE campaign numbers aren’t ideal but your overall business numbers are solid. In this case, the last thing you want to do is pause the activity of your CSE campaigns. This is because CSEs are your little pathways to an exponentially larger ecosystem on the web, so keep your faith! Remember, it will take about 5-7 “touches” or interactions with your website before a given online shopper decides to give you their business.