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Getting Paid Search To Rock

Return on investment should become the basic measure of success for your paid search campaign, according to Richard Fergie, who explains measuring success through ROI methods to seek sustainable goals. He also cautions against using paid search in isolation, suggesting the need to bounce investments off organic campaigns, too. Throwing in a few display ad campaigns couldn't hurt, either.

And while you're in the process of setting up a winning strategy, don't forget the analytic tools to follow metrics and monitor keywords. "Not using the various analytical tools on offer is like not reading the instructions that come with your new high-tech gadget," Fergie said. "You can probably still make it work but you won't know how to get it to do all the cool stuff you bought it for in the first place."

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