Using Web Analytics for PPC Optimization: Advanced Techniques

OK. You now understand how to use some basic web analytics metrics to optimize your PPC campaigns . What's next? Now it's time to take your PPC optimization to the next level with some more advanced analytics. By intelligently analyzing advanced web analytics data, you can glean new insight and optimize your PPC campaigns like never before. Site Search Site search is a gold mine for PPC data. It’s common for PPC managers to use site search data for search query mining. But site search data is also a rich source for: Negative keywords. Are terms showing up in site search that aren’t relevant to your business? For example, are people searching for things you don't sell on your ecommerce site? These should definitely be added as negatives! Landing page optimization. Site search is like a window into the psyche of your customer. It tells you exactly what they’re looking for. R...

Full article: http://searchenginewatch.com/article/2219074/Using-Web-An...

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