That being said, it is possible to be extremely successful in sponsored search placement.
Everything boils down to cold numbers, and the path to profit becomes clearer with every
new set of data??”the challenge is keeping up with the data and making adjustments on the
fly to capitalize on trends before the competition does. Marketing agility and a tenacious
attitude toward success will carry marketers far. Turning the system on and then letting it
run for 12 months without maintenance is a practically guaranteed path to failure.
Because the medium is so personal, it??™s difficult to offer quantifiable steps toward success.
However, there are a few strategies that can help companies new to the technology hit the
ground running and make the most of their investment early on.
Set specific, measurable goals. Earlier in the chapter, we discussed setting specific goals for
the advertising campaign. When entering the world of paid search, have a complete subset
of those goals ready to test against, and make sure they can all be quantified down to
the umpteenth decimal. Search marketing has its own set of metrics, so be prepared
to aggressively track the following:
Impressions: How many times your ad appeared
Clicks: How many times your ad was clicked
CTR: Short for click-through rate, or clicks divided by impressions
Cost: The cost of the keyword
Average cost per click (CPC): Calculated by dividing cost by clicks
Above all, however, be prepared to track goal conversions.
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