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Internet Marketing Metrics for Paid Search Campaigns
by Gregory Smyth
Paid search is a numbers game - simple environment where just a little creativity and attention to the marketing principles can have a huge effect. Search engine marketing campaign execution is well covered on the internet; however the after-party to the SEO marketing is just as much a part of the campaign as the event itself.
Putting an ROI to paper is the most exciting part of the project, yet so many people miss out on it! If something is not measured, it is usually not being managed. Here we look at what metrics you can use to measure the success of a paid search internet marketing campaign, and how to apply them to your information.
The basic metrics of any campaign are dollars in (the spend metric), and dollars out. However, dollars out is infinitely more difficult to determine than dollars in! Tracking conversions from your paid search engine marketing campaign is a lot easier than tracking from other sources - you can simply include code in your link that tells your web analytics program that a visitor came from your paid search ad, and converted from there.
When you have your conversion dollar value, you can weigh that up against your search engine marketing spend to give you a cost-per-sale, cost-per-acquisition, or return on investment figure. However there are a huge number of ways that you can break down your metrics. Look at the ROI per version of the ad copy, or at how well your paid search campaigns serve particular products over other products.
Expert internet marketing services recently identified some of the most under-used metrics in paid search engine optimization campaigns. According to people that do this work all day, every day, segmenting your conversion rate is the activity that most people should be doing, but aren't.
The efforts to actually solve the conversion versus spend equation and get an ROI was listed as the next underused. Click path analysis, or checking how visitors move through the site, compiling results and analyzing over time, was also listed as a failing of many paid search internet marketing campaigns.
Additional metrics that are less directly related to the profitability of your internet marketing search campaign, but just as critical overall, include the bounce rate, bailout rate and details, and your errors. The bounce rates indicates what percentage of your customers visit one page of your site, and then leave without visiting any others.
A high bounce rate usually indicates that some aspect of your campaign is not consistent. For example, if your ad copy uses female language and emotive words, while your site design and web copy are primarily make oriented, you may have a high click through rate ... but also a high bounce rate. The possibilities of what can create a high bounce rate in your SEO marketing campaign are just about endless, but quickly picked up by trained professional internet consultancy services.
Related to your bounce rate is your bailout rate, which indicates when people start completing the conversion process, and then give up. When you see a spike in these metrics you'll want to do something about it straight away. The same applies to using web analysis tools to track errors, especially 404 and 500 errors, as well as errors recorded on forms. All of your paid search dollars will be wasted if your site can't technically support what it is supposed to.
About the Author
InetAsia Solutions is a new breed of internet marketing consultancy.Check out our website to find out more about search engine optimization and much more.For more information,please visit inetasia.com.
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