Direct response advertising through AdWords probably has an ROI greater than any other investment opportunity available to an ecommerce merchant. It’s far greater than most people realize. The real return on investment is obscured by the way traditional cost accounting records the transactions and reports on them on a monthly basis. It’s easy to get distracted by tax accounting rules and forget the fundamentals of solid financial decision making.
We implemented the TrustPilot review system this year. When evaluating review systems, there were a lot of claims of how great they were. But it was difficult to really know what the impact would be, and costs varied wildly. Our primary aim was to increase clicks on our Google AdWords ads, but clearly there was no way to know the outcome in advance. Would it be worth it?