Back to basics: Understanding your paid search metrics

One of the great things about paid search is the fact that you can track everything. If someone visits your store after seeing your billboard or TV spot, there’s no real way to trace that. 

However, if someone sees your paid search ad and visits your website, you know how they got to your site. You know which ad they saw, what copy they responded to and even what search term triggered your ad.

There’s so much data that it can be hard to figure out what it all means or what to do with it. Impression counts, clickthrough rates, cost-per-click…how do you sort through it all and use your paid search metrics to make intelligent decisions?

I mean, what’s the point of having all of that data if you don’t know what to do with it?

To make matters worse, a lot of this data can be hard to properly interpret, so even experienced online marketers often draw the wrong conclusions from their data or focus on the wrong metrics in their accounts. So, if you’ve ever stared at your paid search account and wondered, “What am I missing?”, this article is for you.

Are you focused on the right paid search metrics?

If you’re like most online marketers, you probably have several campaigns running, at least a dozen ads and over a hundred keywords to keep track of. And that’s if your account is on the small side.

Every one of those campaigns, ads, ad groups and keywords can give you a wealth of information about your audience and how…

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