29 Feb '12, 7pm

The Conversion Chain In Paid Search: Beyond Traditional Key Performance Indicators

A typical way of thinking of a SEM program is to look at multiple metrics individually, such as the average rank, cost per click, click through rate, conversion rate, cost per action, return on ad spend. Analyzing these metrics separately is a good start but does not allow search marketers to get the full picture. I like thinking of a SEM program as a whole, or more specifically as a chain. Just like a computer is as fast as its weakest component, a SEM program is as strong as its weakest link. This holistic approach is actually pretty straight-forward and originates from the user experience itself – from the search query to the landing page, see graph #1 below. As opposed to analyzing multiple indicators independently, the purpose of this article is to emphasize the relationships between those indicators. While a process is typically a chronological series of steps, a cha...

Full article: http://searchengineland.com/the-conversion-chain-in-paid-...

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