August 20, 2004

Every step of the way in the above processes has a direct and quantifiable impact on your bottom line, hence your overall ROI.

An average “surface analysis program” would tell you that if you generated $ 7,000 of sales and your PPC ads cost a total of $ 2,100, you are probably doing “average”. A more in-depth solution from a third party vendor could instead generate a profit and loss scenario by each different product category or each individual product itself.

If your $ 7,000 in sales resulted from only three keywords that totalled $ 1,100 of your ad cost, this more in-depth tracking solution would reveal that the $ 1,000 extra cost went for keywords that didn’t produce any results and should be discarded from your campaign. Get the most detailed traffic and reporting tools you can and the inner workings of your search engine marketing campaigns should reveal themselves a lot more rewarding and simpler to follow.

Permanent campaign verifications and analysis
As long as you will participate in any search engine marketing program, one thing is certain: you will always be confronted with changes, lots of them! Consumer tastes and their online behaviour or habits change all the time. On top of that, search engines are constantly adjusting their search algorithms on a frequent basis. Add to this the fact that your competitors are also changing and improving their Web properties as much as you are, and you are faced with a constantly changing digital landscape.

Marketing experts differ on their opinion of the frequency of your routine campaign analyses, but you should at least try to select a monthly monitoring period at the very least.

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Article written by Serge Thibodeau,
President & CEO,
Rank for $ales
Copyright (c) Serge Thibodeau 2004

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