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3. Online Marketing Measurement > 42. Measure Paid Search Engine Marketing

Measure Paid Search Engine Marketing

Paid search marketing is one of the most popular marketing acquisition strategies in recent years, primarily because its effects are so easily measured. Taking the time to understand the “what” and “how” of search marketing can dramatically improve your return on investment for search keywords.

Paid search engine marketing can be measured and evaluated by simply modifying your click-through URLs to identify incoming paid traffic from popular pay-per-click engines like Google and Overture. Using your web measurement application, you can then segment those visitors for further analysis and profits—which, considering estimates that keyword costs will rise 30 percent between now and 2009, are worthy indeed.


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