Let’s be honest; Brian is a bit biased on this subject. After all, he’s not just a conversion optimizer, he’s THE Conversion Scientist. But that doesn’t mean he isn’t right.
If you are currently spending money on a PPC campaign, there is no reason not to use a part of that budget to bring in a conversion optimizer.
PPC is all about conversion; how many people are seeing the ad, and how many clicked. What if you could spend the exact same amount of money on PPC and, with just a few tweaks from a conversion optimizer, you could increase the number of clicks without paying for larger volume (and less qualified) traffic?
By focusing on Average Order Value and Revenue Per Click instead of just Conversion Rate, a conversion optimizer can help you make sure your PPC budget is being spent wisely and giving you maximum sales for your money.
Read Brian’s entire article on Search Engine Land.