Businesses have investors who may have deep pockets but who also want to see a return on their investment. To please their investors, these businesses will throw all their money at ads in hopes of generating quick revenue. Their profit margins aren’t as high, since they’re spending a lot for limited results, but since it looks good on the revenue side, they keep at it.
To succeed in the long term, it’s all about good old-fashioned credibility, and the best way to get this is to boost your earned media efforts. You want people to visit your site because they want to be there.
The best way to generate a higher conversion rate is to attract visitors who have already made positive subconscious judgments of you and your brand.
