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3. Online Marketing Measurement > 44. Contrast Paid Keywords Versus Actual Sear...

Contrast Paid Keywords Versus Actual Search Queries

One of the best kept secrets in paid search marketing is that you can save huge amounts of money simply by examining your paid search keywords in contrast to the actual search queries that visitors entered triggering your keyword advertisement.

You already know how to measure paid search engine marketing [Hack #42] and how to distinguish it from organic search [Hack #43] . There is an additional subtlety to know about paid search that can save you a lot of money. However, the terminology is confusing, which may throw you off. Therefore, let’s start with a recap.

Paid Search Visits Versus Organic Search Visits

A paid search visit results from a visitor who clicks on your paid search ad. An organic search visit results from a visitor clicking on organic search results within the search engine. Interestingly, any one search query that a visitor enters into the search box can result in both organic as well as paid search visits to your site. Think of it. If in addition to organic search results from your web site there is also your paid ad appearing alongside, it just depends on where each visitor decides to click.


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