• SEOmoz, Wednesday, February 6, 2008 12:30 PM

"If something's wrong with your campaign, sometimes the right thing to do is pause your ads and figure out what's causing the problem, then make those changes and resume for testing," Rebecca Kelley says. For example, the strategists at SEOmoz were using paid search ads to attract more Premium content subscribers, and while the CTRs and first landing page conversions were pretty good, far fewer people actually completed the sign-up process.

Once they figured out what was wrong (the sign-up process was difficult and there were technical problems with the payment system), the development team got to work on creating a new registration platform. And Kelley made the decision to stop the ads to prevent wasting money on poorly converting clicks. Once the new platform is up, SEOmoz will start running the ads again. "There's no reason why you should have to dump unnecessary amounts of money on your campaigns, and we've now learned that," Kelley says.

Read the whole story at SEOmoz »