Category: Search Engine Marketing Guide
Regardless of how much or how little effort you put into your organic and paid listings strategies, you need to ensure that accurate and detailed tracking mechanisms are in place, and that you have the tools to report and measure how your strategies are working.
Tracking and Measuring Results
Part of an effective analysis involves understanding the appropriate metrics with which you need to compare your results in order to determine just how well your efforts are working. Without these tools and you will not be able to tell if your strategy is working and, even more importantly, how you can alter your strategy to further improve your results.
Tracking the Desired Action
For paid listings it is important to track which keyword phrases, ads, and entry pages produce the desired action. This action may be e-commerce sales, file downloads, or registration. In all cases the goal is evaluate conversion rates and how much money you spend to determine which ads are achieving positive ROI.