Despite strong competition among pay-per-click advertisers, conversion rates appear to be on the rise. In a recent survey by Internet Retailer magazine, 55% of catalogers using paid search reported that conversion rates had increased in the last year. One contributing factor is undoubtedly the increased use of images. Of those companies surveyed, 27% have started incorporating images into their search results, while another 36% are working on it.
Other strategies cited for improving paid search results include adding more multiple-word phrases (61%), writing more descriptive ad copy (59%) and testing different versions of landing pages (47%).