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The best ROI an SEM can deliver on is revenue, so understand how they make money! Here are some of the questions you should be asking:
What conversion actions can visitors take on your website that is measurable? (Forms, Calls, Order.
Who is your target audience? (Define personas.)
What are your main business goals?
What is the average lifetime value of a customer?
What does the sales cycle look like?
What are the current conversion rates?
Is your business or any of your products seasonal?
How much revenue are you currently generating from organic search on a monthly basis?
Are you currently doing any Pay Per Click advertising?
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