Up until now, I’ve largely focused my discussions on exploiting baseline application statistics. Nonetheless, today I wanted to address some of the features of more company-level site analytics services and make the most of the Google AdWords or Yahoo Search Marketing promotions.
If you already have a search engine marketing firm doing this for you, please do not learn any more. If, however, you have the time, resources and inclination to tackle yourself running a PPC campaign, please follow in.Feel free to find more information at Paid Ad Management.
I talked about monitoring the promotions at a high level in the first part of this series, so today I decided to drill down a little more for the PPC experts to be. I said it before, and I’m going to say it again, if you don’t run analytics on your paid search projects, then you’re wasting money, plain and simple. Whether you choose to use the more flexible free analytics tools, or something more detailed such as Clicktracks or Omniture, you can also choose how far you choose to go with your research. But you need to get going somewhere.
I find the easiest way to get some useful information out of your ads is to set up market group based monitoring segments. You’ll need to set out some pretty tightly specified ad categories to do this, I like to hold it under ten words that all converge to one landing page. Make sure that parameters are applied to your URL destinations which identify the source of the advertisement (Google, Yahoo, MSN, etc.) as well as the ad group name. Once each engine identifies your classes you can go to your analytics platform and build your segments. This is typically done by describing the landing page according to the parameters set in your campaigns. Here you have the freedom to set general categories, like all Google traffic or all Yahoo traffic, for example. Alternatively, you will gage output with different ad groups independent of engine if you use the same ad groups. You may build segments for each keyword, if you really want to get granular.