eMedia Daily

Getting Setup to Measure Search Engine Marketing

If you’re familiar with SEO and SEM, and your web analytics package, then you are probably familiar with analyzing the results of your PPC campaigns. If you’re just getting started, or need a refresher course, I highly suggest “Getting Setup to Measure Search Engine Marketing” by Gary Angel.

Here are the basics:

• Step #1: Insure that every target URL in your PPC Program contains a campaign identifier.
• Step #2: Make sure that the campaign identifiers are at the Ad Group Level (not higher) and that the Ad Groups are structured around meaningful concepts.
• Step #3: If your PPC program is using Broad Match, make sure that the Purchased Keyword is passed in the Target URL.
• Step #4: If your PPC program is using Content Networks, make sure they are isolated in their own Ad Groups and that you are extracting the true referrer from the URL.