Overview
When it comes to optimizing your paid search marketing, it's easy to lose sight of the ultimate business goal when you focus too closely on interim metrics. True pay-per-click optimization is portfolio-based—it's about the results of your entire marketing mix over time, not just the performance of a single campaign element. Learn how to use a strong analytics foundation to profitably scale your marketing budget and make sure your customers keep coming back—and converting.
Learn how to:
- Profitably scale your online search marketing efforts by tracking the variables that influence purchase decisions.
- Minimize your cost by eliminating search engine marketing programs that fail to drive new customers, without leaving gaps in the buying process.
- Determine which display ads are driving revenue-not just the last one clicked on before conversion.
View additional resources by related topics:
Retail,
Marketing Campaigns,
Conversion,
Search Engine Marketing
