Up to this point, we've been discussing techniques for driving qualified visitors to an advertiser's website. Maximizing the number of visitors at the lowest possible price is important, but it's equally important to maximize the number who take the conversion action. By the end of this chapter, you'll be a pro at driving traffic and converting visitors to customers.
We'll cover techniques for designing PPC landing pages and lead submission forms, and methodologies for testing and optimizing them. So put your sacred cows out to pasture and get ready to unlearn some of the web design practices that may actually be constricting your sales pipeline.
Week 9: Understand the Differences ...