《7 Advanced Steps to Effective Search Marketing》.pdf

7 Advanced Steps to Effective Search Marketing The 7 steps Found within This Guide Will Assist You to Achieve Your Objectives with Balance and Precision. Best Practice Guide Learn how to: • Generate more response volume (sales, customers, orders, leads, traffic) • Do it more cost effectively • Make the company look good (in other words …build the brand) INTRODuCTION B, keyword search vs. contextual, unique visitors vs. total clicks, etc.) determines the level at which business decisions can be made. . If you’re a professional engaged in Search Engine Marketing (let’s call ourselves Smarketers), chances To determine efficiency, metrics must be established to track desired behavior are you’re always looking for insight and tools to or actions. This can be addressed with internal or third-party analytics. Because help you manage your program more productively. conversions are further down the acquisition funnel than clicks, the numbers are Let’s face it: Smarketers have a difficult job to do. smaller, and more time is needed to generate the level of data necessary for statis- We get a lot of questions. We juggle many priorities. tical significance. The critical exercise is to combine the cost data from the search We have to measure success in many diverse ways. engine with the conversion data from analytics tool to monitor the efficiency at the So we’ve designed this guide to help you under- different bid levels. stand some of the proven principles and robust tools that are available, and the best ways to use them to This exercise can take place at any level of keyword hierarchy, but you should keep continually improve your campaigns. in mind that as the ke