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Chapter 16. Small Business E-Commerce So... > Challenges of E-Commerce Solutions

Challenges of E-Commerce Solutions

As great as small business e-commerce solutions are, they're not without their flaws. If your sole reason for leasing a solution is to track your search engine marketing campaigns, it's not robust enough to be your number one choice.

Time-Consuming to Track Search Engine Advertising

Did you notice how four tracking URLs were generated in the auto insurance example? Only one search engine and keyword group were considered. How many search engines are in your media plan? 2? 5? 15? How many keywords are you buying? 10? 500? 1,000? When you track each variation separately, you'll be generating and monitoring a bucket load of tracking URLs. At some point you really should assess your campaigns at a granular level, or you won't catch the pieces that are dragging down your overall ROI. Referring to the auto insurance example, perhaps “auto insurance quote” is wildly profitable while “car insurance” is bleeding money. If these keywords are grouped under one tracking URL, the advertiser wouldn't know to cut one word. It wouldn't be wise to cancel the entire campaign.


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