SEM: Measuring Up
For the Long Run
The most vital piece of information I can leave you with is to always keep track of conversions and to know your ROI. When it comes to PPC measurement, don’t operate in a silo. Take your data and use it across other marketing methods. If you find that one product offering converts better than another, incorporate this information into specific landing pages, as well as other types of online and offline campaigns. There is a relationship between search and buying behavior, so it’s important to fully align your efforts to ensure long-term success.
Tiffany Guarnaccia is marketing and communications manager for MIVA Inc., a Fort Myers, Fla.-based provider of performance marketing services. She can be reached at (239) 454-6988.