The lack of an appropriate and complete tracking system is one of the most common errors, or omissions, that B2B marketers make in setting up a paid search program.
It’s easy to see why. Google, for example, provides basic tracking services – impressions, clicks, cost per click – automatically and at no charge as part of their default set-up. Going beyond that basic set-up, a critical step in being able to gauge the true success of any search campaign, requires a modest investment in time and resources that most companies figure they can live without.
The foundation of a strong search campaign is knowing what you want to achieve. Are you trying to generate downloads, registrations, page views, sales leads, qualified leads, sales? How are you defining that goal: Is someone filling out a registration form, hitting a particular page, meeting certain qualification criteria? Your search campaign should measure:
1. how many of those desired actions are taking place
2. how much each desired action is costing in the aggregate, and
3. which precise keywords are generating those actions at the lowest cost.
Keep in mind that you may have separate goals for certain parts of the program. For example, you may wish to measure the performance of “branded terms” – the name of your company, product names, names of competitors – based on impressions, or even ad position, whereas more generic terms will be measured on Cost Per Lead or Cost Per Qualified Lead. Read More