Making the Numbers Work
The challenge now, and whatwill be an increasing problem as the capabilities of tracking systems continue to grow, is creating campaigns that balance eye-catching, heart-stopping creative, but at the same time can be tested and are tested to make the best conversions and the biggest contribution to the bottom line.
Creating the best solution for a campaign, whether your own or a client's, means relying on metrics tracking throughout the search marketing process. Which keywords you bid on lead to conversions, and which don't? Which ads are drawing visitors to the site, and which are getting ignored—or are attracting visitors who won't convert well? Which landing page works best for which ads? There's only one way to answer any of these questions: You need to get the numbers. And to get the right numbers, you need to track.
Kevin Lee is executive chair and David Pasternack is president of Did-it Search Marketing, a search engine marketing agency based in New York. You can contact Lee or Pasternack at firstname.lastname@example.org or (212) 631-0157.