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Analytics & ROI
A successful search engine marketing campaign should begin and end with analytics. From configuring your web analytics packages to conducting landing page optimization, you can't reach your goals if you don't know what they are, and measure your progress toward them.
By the Numbers
Articles from Our Expert Columnists
How to Get Started on Landing Page Optimization
Tips for getting buy-in from high-level executives and other team members. Nov 11, 2009The Cost of Landing Page Optimization
You must be willing to suffer short-term pain during landing page testing in order to attain the long-term gain of improved performance and higher conversions. Oct 28, 2009Tips for Organizing Your Landing Page
Address these questions to ensure that visitors can access information on your landing page. Oct 14, 2009
More By the Numbers Stories
More Articles about Analytics & ROI
Are Competitors Clicking on Your PPC Ads?
Almost all advertisers who run PPC campaigns have had the sneaking suspicion that competitors are clicking on their ads. Wouldn't it be interesting to find out if they really are?Web Analytics 101, Part 1
Web marketers who ignore analytics are like doctors who start writing prescriptions before bothering to examine or diagnose the patient. Without looking under the hood to see how your Web site is performing, and learning more about the people visiting your site, you're throwing away a huge opportunity.Building a Data-Driven Organization
Organizations with streamlined operations, plus fast and accurate decision-making, can gain a decisive edge over competitors. One important step to take is to become data-driven, and creating an organization where analytics emerge from a centralized structure driven by the top of the organization.SEO Reporting: Going Beyond Rankings
Enterprise-level SEO provides consistently outstanding ROI over the life of the project. One of the best ways to substantiate this is through ongoing reporting. But if you're just tracking organic positions and nothing else, you're doing a disservice to your clients.Is There Room for Another Free Analytics Tool?
Yahoo's recent acquisition of IndexTools begs the question: do we need another free Web analytics tool? That depends on how much of IndexTools' capabilities remain in Yahoo's free offering.Google Analytics Adds Industry Benchmarking
Users who opt into the new program will be able to compare their site's performance against the rest of their industry or another industry.The Ginsu Guide to Search Analytics
Search analytics as sharp as a Ginsu knife. But WAIT, there's more...Tracking and Analytics 101
In search marketing, everything's measurable. Start with Web site analytics 101Tracking Real Value with Incremental ROI
You may be losing money with certain keywords in your PPC campaigns, but still be making a profit. Don't let net ROI mask incremental losses.Comparing Web Analytics Packages
Stone Temple Consulting's 2007 Web Analytics Shootout takes a comprehensive look at seven top Web analytics tools.
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Varick Media Management New York, United States
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Varick Media Management New York, United States
Director of Marketing Communications
Avery Dennison Brea, United States
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Confidential Leading Publisher New York, United States
