A typical way of thinking of a SEM program is to look at multiple metrics individually, such as the average rank, cost per click, click through rate, conversion rate, cost per action, return on ad spend. Analyzing these metrics separately is a good start but does not allow search marketers to get the full picture.
I like thinking of a SEM program as a whole, or more specifically as a chain. Just like a computer is as fast as its weakest component, a SEM program is as strong as its weakest link. This holistic approach is actually pretty straight-forward and originates from the user experienc [...]
Related Topics: Channel: Analytics | Search & Conversion