Return On Investment

The results of search engine marketing are extremely measurable. Unlike many other advertising mediums, you can evaluate the effectiveness of each part of your campaign. With Web analytics, you can measure key information including the source of your website visitors by keyword and search engine and whether they came from pay-per-click or natural search results, the conversion rate of your visitors, the average value per visitor, the lifetime visitor value, and the overall return on investment.

With a comprehensive Web analytics strategy, your website's log file data is thoroughly reviewed so that you may learn where visitors are coming from as well as analyze their behavior once they arrive and navigate through your website. Understanding website visitor behavior and focusing on the right business metrics are crucial to improving your ROI.

Every component of your search engine marketing strategy can be measured. For example, with your pay per click program, you can compare the total cost of clicks, on a given keyword, at a given cost per click, against the sales that result from those clicks. You can then make adjustments to your pay per click program to continually optimize the results. When you need to justify your marketing expenditures, search engine marketing provides more detailed tracking than almost any other medium.

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