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Chapter 15. Make Search Marketing Operational > Track Search Marketing Success

Track Search Marketing Success

Nothing is more important to search marketing success than tracking your progress. If you regularly track your key measurements, they will prompt you to do everything else required to succeed at search marketing. Your measurements help you identify problems when they occur, causing you to take corrective action. But metrics have other value, too.

Strategic use of disappointing metrics can motivate your extended search team to do what you want them to, and motivate your executives to approve more campaigns to correct the problems. Sharing successful metrics can prove the value of search marketing to accomplish the same purposes. So, whether the measurements are good news or bad news, you can use them to make your overall point—that we need to improve our search marketing.


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