As retailers are hoping for a good holiday shopping season, Kelly Larsen (Director of Marketing, PPC Summit) has some ideas to help businesses improve their online marketing strategy.
First, produce copy that touts your products' benefits and how it directly helps the consumer. Don't focus on the features.
Second, target specific keywords in your pay per click campaigns.
Third, create a strong call to action. Instead of "click learn more," use "sign up for free shipping" or "buy today and save 10%."
Always look for improvements without breaking your budget.
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