28 Feb '12, 12pm

3 Underused Paid Search Metrics

3 Underused Paid Search Metrics

Paid search is all about numbers. If you aren’t a fan of basic math functions you can expect to have a tough time talking the talk with your peers in paid search marketing. However, there are still some metrics that are either new, or aren’t used frequently enough. These metrics can extract additional insight, and help provide optimization input. Ad Group Impression Share Google rolled out the new ad group impression share metric just last month. It’s the same as campaign-level impression share, but at a more granular level. This metric can help you understand how to increase your impression volume. Having this metric available at the ad group level offers the valuable ability to better report on specific keyword groups vs. the larger bucket of campaigns. Previously, people have created campaigns for a specific keyword set to work around the metrics constraints. This great...

Full article: http://searchenginewatch.com/article/2155435/3-Underused-...

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