27 Jan '12, 2pm

Measuring ROI: How to Collect Meaningful PPC Conversion Data

For service businesses such as law, consulting, or medicine, paid search advertising is often one of the most effective ways of increasing lead flow. Ripe opportunities consistently occur in these regionally based service industries (mostly because it becomes less likely that smaller organizations are able to connect bat to ball on great ad copy, web design, keyword targeting, campaign structure, and — most importantly — analytics). Optimization of these types of ad campaigns can prove quite difficult, as conversion tracking is often much more complex than, say, an ecommerce site in which the entirety of the transaction takes place within the confines of the website. Specifically, this is due to the fact that the most compelling and beneficial action a user can take is to pick up the phone and call. This sort of personal interaction (especially in a localized business) hel...

Full article: http://searchenginewatch.com/article/2141776/Measuring-RO...

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searchenginewatch.com 03 Feb '12, 1pm

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