April 30, 2004

(Continued)

One word of caution: CTR’s don’t always deliver the tell tale signs you need to discover or won’t always give you a true or accurate picture of your campaign profitability. The best tool to achieve that goal is to utilize a good ROI tracking system that will carefully monitor all your sales data, and produce individual reports for every product you sell on every search engine you are using, along with every keyword or keyword phrase used in your campaign.

Putting to work those conversion-tracking tools
No search engine marketing campaign can ever be complete or efficient without an accurate system of measuring conversion tracking. It’s great to get targeted traffic, but if those prospects don’t convert into buying customers, this will have a damaging effect in the overall profitability of any online ad campaign.

Today, most paid inclusion or paid placement search engine offers conversion tracking to most of their advertisers, large or small. Most of those tracking packages are good and can make a significant improvement in a campaign. However, if you are running many individual ad campaigns, spread across many different search engines, you should consider a third-party ROI and conversion-tracking tool available from a number of good vendors.

Conclusion
Significantly lowering your client acquisition costs for all of your online marketing campaigns can be easily implemented if the SEM tips and techniques given in this article are followed. Remember that time can work for you, as it can very well work against you, if your competition is harder at work than you are.

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

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