Conversion Rate the metrics which makes every online markers thinking on how it can be improved. The basic fundamental A/B testing and various online marketing channel, design and templates are done on a yearly basis. However everyone forgets easily that we got to be present every-time consumer are searching for us.

In an online arena a Conversion Rate of 2% is considered as a minimum target but people easily forget that 98% of the people left the site. To capture these consumer who left a 360 degree marketing approach needs to be implemented.

How to approach the 360 Degree Advertising?

• Branding: Brand Advertisement is a the most essential and the first step in an advertisement. It is the first mantra of online advertisement.
• Display Advertising: Content Network Advertisement or Display Network: It is one of the second mantra of tapping untapped visitors. This will get a boost in the total visitor and it is advantageous as the CPC is less competitive.
• Social Advertisement: One of the channel which is really important to engage visitors. These visitors would help spread the word with their tweet or online sharing.
• Email Marketing: Now once all these channels are starting to drive traffic the most important task is to start reminding them via means of Email Marketing. 
• Re-Marketing: Dropping cookies and capturing these visitors via means of Readvertising i.e. Remarketing is one of the last but most important step. Those visitors who came to the website are the visitors who are interested in the product which is being offered. These visitors are potential buyers and missing to provide the product information once they are in there process of researching is like missing the potential buyer. Hence re-marketing comes into play and it will ensure that the message is delivered to the visitor.

Keywords results into conversion and. every advertiser are always in the dilemma of researching the golden keywords. These golden keywords which could help improve conversion. There are various sources these keywords are available -

• Search Based Keyword Tool (SKTool)
• Search Query Reports (SQR)
• Google Analytic (GA)
• Blogs, E-mails and Product Reviews

Search Based Keyword Tool (SKTool) -
The tool helps generate those keywords from Title which are not present in the Adwords account for the selected domain. This tool also helps you find all the related search terms for a given keyword. The beauty of this tool lies in identifying the queries from, location with the amount of searches which the keyword is actually able to trigger along with its approximate Max CPC.



Search Based Keyword Tool
While I started this post, the SKTool has been migrated to a new location, however the functionality has remained and even been improved. A new section to choose category and include and exclude terms are additional option available for users.



Search Query Reports (SQR) -
Another important golden mine for researching golden keywords would be Search Query Terms report. This is a perfect source to see what other keywords are  being searched are could be considered to be bought. A quick and fast way of buying these keywords could be by downloading all the Search Terms and filtering down those which has brought conversion and excluding those which are very generic. Best practice of using these search terms listed be classified as below -

• Download all the Keywords or Search Terms, it is worth using at least 30 or more days data.
• Check for all those keywords which have brought Conversions and add them.
• Filter those keywords which brought tons of impression but no clicks, this would result into lowering the overall CTR and hence would impact the quality score.
• All those keywords which brought tons of costs and no bookings might be worth considering to add as an exact negative. Having said that it is always good to check the landing page, if it is working or is not and also the product if it is not out of stock.

Google Analytic -
It is one of the source which does not only relies on Google but various other search engine. The keywords which brings traffic from different sources could be considered to be bought in paid campaigns.Not every company considers advertising over all the search engine. But visitors do land up in our website via means of different search engine. Those keywords which results into goals are the keywords which we shouldn't be missing in our advertising platform. Digging these keywords is straight forward. Take a look in analytic where the keywords have conversion. With the aid of SQL query it is possible to remove duplicate keywords such that unique converting keywords could be bought in the Google Adwords.




Blogs, E-mails and Product Reviews -
Making use of keyword density to identify those keywords which are with higher density. These keywords than could be considered to be posted in the Adwords.

Overall it is wise to make use of various sources to consider different keywords. More keywords the merrier it is. The hidden golden keywords are vital to improve the performance of the campaign, it could be bought as either positive or negative.

Visitors landing on the site are those who are interested in the products and posses more probability to convert as compared to those who have never visited the site. A visitor leaving the site without any transaction is missed opportunity and as the saying goes "everybody deserves a second chance". Remarketing has brought the new concept of targeting those visitors who had earlier been to the page and had left without transaction.


How Remarketing Works?
Once opted to run campaign as remarketing, Google implants cookies on every visitor those who left the site without any transaction. The length of these cookies could be upto 540 days. A proper campaign targeting should be implemented considering the KPI (Key Performance Indicator) of the page where the visitor departed. Both inbound and outbound metrics are to be considered in order to run a successful remarketing campaign. Once the campaigns are set properly ensure the text Ads, images or rather call it as offers being shown to these visitors are lucrative to ensure clicks converting into conversion.

Opting to run in a remarketing would require creation of audience. Three basic type of audience to be considered could be -

• General Visitors
• Visitors Abondning the transaction cart
• Visitors who left didn't enter the transaction cart

Audience creation could be one step towards a successful remarketing campaign but it should also be followed by a lucrative and more impressive creative. Offering discount and using the terms like we missed you, or even the cart is missing you could be certain creatives which are useful. Think out of the box as those visitors who left the site once they were towards their final step of committing transaction is crucial for every industry. Successfully converting even 0.25% of those visitors who left the shopping cart could improve the conversion rate. Targeting visitor for the first 30 days with different Adgroup and later serving them with another AdGroup is also an acceptable option.

In a nutshell, remarketing is a mixture of converting a missed visitor into a customer with a strategic plan, a mindful approach,  targeting the campaigns and delivering a lucrative Ads such that every dollar spend on the remarketing would result into a successful marketing campaign.

With the right combination of keywords and creative would help the site convert the visitors into customers. Retaining the visitors and growing the business is another integral part of PPC. As for every dollar spend measurement and optimization is always critical to hit the goal. In the end it is always a best practice to benchmark the conversion rate within the vertical the business is competing.