Avoiding PPC Data Paralysis [SMX Advanced Seattle 2012]

Long Tail Keywords Management:

• Long tail keywords are very effective and can help drive more conversions and revenue at a lower cost.
• Use about 10 to 15% budget to test a few long tail keywords for your business.
• Please do not draw conclusions by running the long tail keywords for a month.
• Use historical data and analyze to see if the long tail keywords are converting.
• Have patience when working with long tail terms.
• Long tail keywords might drive less volume but can be used to drive additional niche customers and conversions

The best approaches for managing the campaigns are:

Analysis –> Optimization –> Investment

5 Main metrics that should be looked at other than conversions/leads

• Bounce Rate – A metric which is ignored a lot. SEO’s use this but important for paid search campaign manager to measure this metric.
• Average Page/Visit – How many pages does the visitor visit?
• Average Cost Per Page View
• Return Visitors – Visitors might come back and convert.
• Multi Channel Attribution

Conclusion:

• Keywords should be monitored closely and historical data should be used before making decisions.
• Long tail keywords are very effective and should be used for additional opportunities
• First click data analysis is important.  Majority of us give credit only to last click model.

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Contributed by Justin Varghese, Sr. ROI Manager