MIVA, Inc.

SEM: Measuring Up
February 1, 2007

Welcome 2007—a year sure to bring the continued growth and maturation of digital advertising. New forms of online advertising have emerged from their infancy stages and now offer advanced measurement capabilities. Marketers can track ad spending down to the penny. Pay-per-click (PPC) search engine advertising, one of the more effective online advertising methods, offers real-time tracking for marketers. But all this doesn’t mean potatoes unless you have a clear performance measurement program in place, helping you to measure the long-term value of your PPC program. Defining Measurement Needs When beginning a pay-per-click campaign, the amount of available data, statistics and tracking information