25 Sep '12, 9am

Using Web Analytics for PPC Optimization

If you know anything at all about PPC , you know that campaign optimization is one of the most important tasks a PPC manager can perform. Managers spend most of their day tweaking bids , ad copy , campaign settings , networks , keywords , negative keywords , and many other data points within the PPC engines. Campaign optimization is absolutely essential to PPC success. But if you’re spending all your time in the AdWords and Bing Ads interfaces, you’re missing a big part of the PPC optimization picture. The Rest of the PPC Story PPC metrics like CTR, conversion rate, cost per conversion, CPC, etc. are crucial elements that can’t be ignored. This data tells us what is happening with an account: how much traffic it’s generating, how many sales or leads it’s driving, and how much all of that cost. We get a great picture of what is happening. The problem is, often we don’t know...

Full article: http://searchenginewatch.com/article/2207736/Using-Web-An...

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