SEW Experts: Setting Campaign Goals and Metrics for Success

In today's Search Ads column, "Setting Campaign Goals and Metrics for Success," Tony Wright explains the importance of setting initial metrics for success, especially for those new to search.

I can't imagine what it's like for the vast majority of small business owners who decide to put their toe in the search engine marketing pool without a lifeguard like an agency or a consultant with expertise.

The term “sink or swim” comes to mind. And judging from what I've seen in the small business landscape, far too many small businesses immediately sink and then get out of the pool forever. This is a shame, as the rewards of a successful search marketing campaign are great.

About the author

Kevin Newcomb joined ClickZ in August 2004, covering search marketing and other online marketing topics. He has been reporting on web-based businesses since 2000.

Before the bubble burst, Kevin was a marketing manager for an online computer reseller, handling copywriting, e-mail marketing, search marketing and running the affiliate program.

With a combination of real-world marketing experience and years of business journalism, Kevin brings to ClickZ a unique ability to deliver news and training materials that help online marketers do their jobs better.