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Search Engine Optimization and Search Engine Marketing Demystified

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					                             Search Engine Optimization and
                                Search Engine Marketing
                                      Demystified

                                         Dallas Partners
                                          214.717.5157
                                   service@dallaspartners.com


Search Engine Optimization (SEO, or Organic Page Ranking)

The steps below are strategies and examples created from recommendations by
Google and the internet SEO community. Organic Search Optimization is based
on a math formula, or algorithm, that determines your website’s page ranking.
This formula is tweaked about every three month and is a Google Secret. A high
page ranking is your goal. Two parts of a high page ranking are 1) The more
‘good’ websites that link to your website the better and, 2) Out of those websites
linking to your website, the higher the page ranking for those websites, the higher
ranking you will have. There is a catch though. You cannot “Spam list” your site
on unrelated directories just to get a higher page ranking. If Google/Yahoo/MSN
catch you, there is a chance your ranking will automatically change to 0.


    1. Create a keyword list for each of your website pages.
       Keywords are mostly obsolete for Google and Yahoo, but are used by
       MSN and other META based Search Engines. In theory, your site will be
       returned as a part of the search engine results page (SERP) when
       someone enters one of these keywords into a search engine. These
       Keywords need to be added to the META tags in the header of each page
       on your site. If Google Analytics is installed, you can determine the highly
       used keywords vs. unused keywords. This list should be tweaked at least
       once every three months. If your site is based in Dot Net Nuke, you can
       add/modify these without the need of a programmer.

    2. Create descriptions for each of your website pages.
       When your website is in a search engine result page (SERP), this
       description will accompany the URL. This description need to be added to
       the META tags in the header of each page on your site. If you manually
       submit your site to the big search engines, then you can specify a
       description that will overwrite your META tag description. If your site is
       based in Dot Net Nuke, you can add/modify these without the need of a
       programmer.

All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 1
    3. Create Descriptive Page Names
       Give pages descriptive and easy to understand names. Google deducts
       points for using multiple exclamation points and question marks.
       Descriptive names make it easier for search engines to categorize pages.
       Page names can be found within the <Title> Tag in the <head> section of
       the HTML page. If your site is based in Dot Net Nuke, you can modify
       each page name (title) under the ‘settings’ for that page.


    4. Use a High Speed Connection
       Typically, the big search engines will see a slow website as unprofessional
       and far less likely to produce a real public need. Do not run websites off of
       a DSL or Cable line.

    5. Renew Your Domain Name
       The big search engines perceive a domain name (example:
       www.dallaspartners.com) with a long expiration date far more likely to
       have owners that plan on a future existence. In other words, a long
       domain name expiration date says: “We are not a fly-by-night operation”.

    6. Easy to Read URLs
       Although this point is not as important as the others, using easy to read
       URLs may help the large search engines categorize the website. PHP
       users can use mod_rewrite to change the URL name. There are IIS tools
       available also for a fee.

    7. How to determine your page ranking
       To find your page ranking, you can visit any number of free sites that will
       tell you. For example, visit: http://www.seochat.com/seo-tools/pagerank-
       lookup/
       Page ranking is based on a scale of 1-10. Very few websites have a
       ranking of ‘10’. For example, Dell is ranked ‘9’. A ranking of ‘6’ or ‘7’ is
       doing extremely well and a ranking or ‘2’ or ‘3’ is good, but a user would
       have to perform a more detailed search to find your site.

    8. Find out who links to your site
       Yahoo:
       Visit: http://siteexplorer.search.yahoo.com/ and type in your website name
       and click ‘explore URL’. Once the results are returned, you can view all
       the sites your site is related to. To view the sites that are linking to this
       URL, click the “InLinks”

         Google:
         For Google, just go to www.google.com and when searching, type in “link:”
All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 2
         before your domain name to see a list of pages linking to you. ex:
         “link:www.dallaspartners.com”

    9. Getting more links
       There are five good ways to get more good sites to link to your site.
          a. 1. The safest way is to submit your site to the top search engines.
             The top submission sites are listed below:
                   i. http://search.yahoo.com/info/submit.html
                  ii. http://search.msn.com/docs/submit.aspx
                 iii. http://www.google.com/addurl/?continue=/addurl
                iv. http://www.exactseek.com/add.html
                  v. http://searchsight.com/submit.htm
                vi. http://www.scrubtheweb.com/addurl.html
                vii. http://www.entireweb.com/free_submission/
               viii. http://www.gigablast.com/addurl
                ix. http://www.worldsiteindex.com/
                  x. http://www.exalead.com/search/C=0?definition=submitYourS
                      itePage
                xi. http://www.info-listings.com/
                xii. http://www.accoona.com/public/submit_website.jsp
               xiii. http://www.abilogic.com/how-to-suggest-a-site.php
               xiv. http://www.businessseek.biz/link_submit.php
               xv. http://www.infotiger.com/addurl.html

              b. Submit to user managed directories.
                     i. http://www.dmoz.org/add.html
                    ii. https://ecom.yahoo.com/dir/submit/intro
                   iii. Other industry specific directories.

              c. Ask those companies you do business with to include your website
                 as a link on their site.

              d. Get published. – In a news article, have the publisher list your
                 website. When the article is fed through an online RSS feed or just
                 posted on the new site, the search engines will index that article
                 and capture your site’s link.

              e. A little bit more risky option, but a very powerful one is to submit
                 your site to certain directories with a higher page ranking. The idea
                 is that when a search engine browses that directory, your site will
                 show up, increasing the number of links by good web pages in the
                 page ranking formula. The downside is that if you list your site in a
                 directory that is ‘blacklisted’ your site’s ranking will be decreased.
                 The best place to find hundreds of free directories is:
                 http://info.vilesilencer.com/main.php?rock=seo-friendly.php If you
All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 3
                   decide to use this, you will have to manually enter in your website’s
                   information Only use directories that have a page ranking (PR) of 5
                   or 4 next to them, and only use directories that are relevant to your
                   business.

              f. Include your business on Wikipedia with links to your website.

              g. Add your site to the yellow pages if you do not have a listing. The
                 top two listed here have free listing options.
                      i. http://advertising.superpages.com/spweb/products/business-
                         listing
                     ii. http://www.yellowpages.com/advertising
                    iii. http://dallas.ypeek.com/freead.htm
                    iv. http://yp.yahoo.com/
                      v. http://www.yellowbook.com/advertise/



    10. Use business rating services.
        The application of this idea is very new. These are sites in which
        customers may rate and comment on your business’s product or service -
        weather or not your business knows about them. It is basically a social
        network tool of business ratings. Some businesses have become masters
        of managing these services and have seen 80% of sales generated from
        such services. *
                   i. https://biz.yelp.com/
                  ii. http://local.yahoo.com/review_guidelines (add reviews to local
                             businesses)
                        iii. http://local.google.com (add reviews to local businesses)


    11. Map your business
        Add your website to a Google Maps listing, Yahoo maps and MSN maps
        listing.
             a. http://local.google.com
             b. http://local.yahoo.com/
             c. http://maps.live.com




* http://www.techcrunch.com/2008/04/28/yelp-lets-businesses-fight-back/


All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 4
Search Engine Marketing (SEM)

SEM is based on an auction platform similar to the stock market or EBAY. The
main difference is there is no short selling. Basically, you would tell the system
which keywords must be entered into a search engine before your ad would be
returned as part of the search results. The price for a ‘click’ on your ad is
determined by a Bid price and quality score which is derived from the demand for
that keyword combination by you and your competitors and the ratio of how often
your ad is clicked to impressions it makes. The highest bidders get their ads
displayed toward the top of the list and more frequently. A strong strategy that
yields a high ROI is to find phrases or keyword combinations that are not being
used heavily and have a very low price associate to them. In practice, the more
specific and unique the keyword combination, the smaller the price tag. Google
is rated as the top choice for Search Engine Marketing. Around 80% of internet
users are exposed to Google ads through the Google search engine, a search
engine partner, or the Google content network. Yahoo is the second most used
ad network and MSN is a very distant third.

    1. Set up a Google Adwords account.
          a. To learn about the service, please visit:
             http://services.google.com/awp/en_us/breeze/2682655/index.html
          b. Go to: http://adwords.google.com to set up an Adwords account.
          c. Click Starter Edition (you can switch it to standard later) and ‘I have
             a web page’
          d. Enter your location and web address.
          e. Enter your Ad. You can have more than one at a later time, but
             since we choose the starter package, you can only enter one ad at
             this time.
          f. Choose your Keywords. When these key words are entered in to
             the Google search box by a user, your ad will show up in the results
             section. This is a very important section, and can be changed at
             any time after this screen.
          g. Choose your currency, set your monthly budget and future contact.
          h. Enter your billing information and wait 24 hours for funding.
          i. Once the account funds, you can activate your Adwords account
             and make your campaign live.

    2. After setting up your account, if you wish to ad more campaigns, you can
       convert to a standard account. You can then create Ads that have different
       wording and point to different pages.

    3. As you use this service, you will have the option to be included in the
       Google Adwords website network in addition to being returned in a search
       result screen. The Google Adwords website network is an option to show
All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 5
         your ad on websites that Google determines to be a good fit to the type of
         visitors you are looking to advertise to. It is optional.

    4. Google Adwords also automatically integrates with Google Analytics for
       cross product statistical analysis and ROI analysis.

    5. Contact Dallas Partners at service@dallaspartners.com for more SEM
       strategies for advertising and branding success.




All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 6
Appendix A. – Search Engine Optimization details.

What is SEO?

Search engine optimization (SEO) is the process of improving the volume and
quality of traffic to a web site from search engines via "natural" (or "organic")
search results. Usually, the earlier a site is presented in the search results or the
higher it "ranks", the more searchers will visit that site. SEO can also target
different kinds of search, including image search, local search, and industry-
specific vertical search engines.

PageRank Explained

As stated directly on Google’s website: “The heart of our software is
PageRank™, a system for ranking web pages developed by our founders Larry
Page and Sergey Brin at Stanford University. And while we have dozens of
engineers working to improve every aspect of Google on a daily basis,
PageRank continues to play a central role in many of our web search tools.

PageRank relies on the uniquely democratic nature of the web by using its vast
link structure as an indicator of an individual page's value. In essence, Google
interprets a link from page A to page B as a vote, by page A, for page B. But,
Google looks at considerably more than the sheer volume of votes, or links a
page receives; for example, it also analyzes the page that casts the vote. Votes
cast by pages that are themselves "important" weigh more heavily and help to
make other pages "important." Using these and other factors, Google provides its
views on pages' relative importance.

Of course, important pages mean nothing to you if they don't match your query.
So, Google combines PageRank with sophisticated text-matching techniques to
find pages that are both important and relevant to your search. Google goes far
beyond the number of times a term appears on a page and examines dozens of
aspects of the page's content (and the content of the pages linking to it) to
determine if it's a good match for your query.”




All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 7
Appendix B. – Search Engine Marketing (SEM)
Search Marketing is the same concept but a different format as a full fledged Ad
Campaign. The largest exception is that Search Marketing is scalable and
directed to people already looking for similar offerings. Like any Marketing
campaign, there are smart ways to target a potential customer without spending
an arm and leg.

Search Marketing (SEM) – Explained.
Now you can advertise to people searching the web even if you already appear
in a search engine’s result list. This gives you greater control. You can edit your
ads and adjust your budget until you get the results you want. You can also
display a variety of ad formats and even target your ads to specific languages
and geographic locations. Additionally, there's no minimum spending requirement
although $50 a month is the minimum industry standard that will let you analyze
trends from your campaign. With the cost-per-click option, you're only charged if
people click your ads. This means every dollar of your budget goes toward
bringing new prospects to your site.

Simply put, search advertising is an effective, low-cost way to target new
customers to find your business when they’re online looking to buy.

Key Benefits of Search Advertising
   • It’s affordable.
   • It can bring traffic to your site.
   • It can generate leads.
   • It helps build awareness of your products and services.
   • It allows you to measure and track your campaign.

Sponsored Search is a separate way for you to connect with the ideal customers-
the ones already interested in what your business offers. With text ads that
appear in search results, you promote your business to people who are actively
searching online for your products or services. And you pay only when your ad is
clicked.

Unlike other marketing options, a Sponsored Search account offers measurable
results and lets you test different ads. Sponsored Search can achieve multiple
objectives, including acquiring new customers, increasing brand awareness or
influencing purchasing decisions.

There are many types of Internet marketing, but one thing sets Sponsored
Search apart: you don't go looking for customers, they find you.


All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 8
Did you know over 38 million people use search engines daily? Or that 67% of
U.S. adults who research online before making a purchase decision use search
engines as a research tool? Research indicates that search marketing is one of
the best performing Internet marketing tactics.

The Importance of Search
A study by iCrossing reveals that most adults who buy online rely on search
engines to research their purchases.

88% of adults who purchase items online conduct some sort of online research at
least sometimes prior to completing their purchase.

67% of U.S. adults who research online before making a purchase decision use
search engines as a research tool.

40% of those conducting online research go to search engines first. Nearly equal
percentages of respondents who use search engines to research products online
use them to find a web site from which to buy (54%) or investigate where to
purchase their desired product (53%).

Research by iProspect, further explores user behavior, revealing that 62% of
search engine users click on a search result within the first page of results, and
90% of search engine users click on a result within the first three pages of search
results. Statistics like these indicate that in order to be seen by the most
searchers, marketers need to try to get their listings onto the first few pages of
the search results.

Google Learning Center
Video explanations on how SEM works:
http://www.google.com/adwords/learningcenter/




All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                 9
Appendix C. – Search Engine Marketing – Best Practices.
*Taken from Google.com


Top 5 Tips for Search marketing
Tip #1: Target geographic markets with AdWords Campaigns.
Your AdWords account comprises of one or more Campaigns. You always have
at least one Campaign. By customizing a Campaign's settings, you can target the
ads and keywords within it to a specific geographic region and to speakers of a
particular language.

For example, if you target advertising to diverse markets like California (U.S.)
and Mexico, you might consider setting up a separate Campaign for each one.
You can even select a target language for each Campaign. Please note that
you'll need to write your ads in the language you've selected for that Campaign.

Tip #2: Track ROI by geographic market.
Separating your geographic markets into AdWords Campaigns makes it easy to
track each region's ROI in Google Analytics. This can be helpful as you tailor
your keyword buying for each market. The Campaign report shows your total
advertising cost, revenue, and ROI for each AdWords Campaign.

Even if you don't break out your AdWords Campaigns by geography, you can still
split out each keyword in Google Analytics and see where your visitors for that
keyword came from. Drill down to the AdWords Keyword report from the
AdWords Campaigns report. Now, select "City" from the "View By" pulldown
menu at the far right of the report. You'll see traffic (and all other metrics) for that
keyword broken out by city.

Tip #3: Target and track "Search" and "Content" networks.
You can set up your AdWords Campaigns to target Search (search engine
results exclusively), the Google content network, or a combination of Search and
Content. If you select Content, your ads may sometimes appear on partner sites
such as The New York Times and MarthaStewart.com, as well as many smaller
niche sites covering thousands of topics.

The AdWords Campaigns report shows ROI and conversions for your keywords
and any ads that ran on the Content network. To see how your Content ads
performed, drill down to the AdWords Keywords report. (From the AdWords
Campaigns report, click one of the Campaigns in the table. The AdWords
AdGroups report appears. Click one of the AdGroups and the AdWords
Keywords report appears.) Traffic you received from the content network will

All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                10
show up in the "content" entry in the table. If you are unsure how to interpret this
report, read Optimizing your AdWords ROI with Google Analytics.



Tip #4: Use AdGroups to target your ads.
Instead of putting all of your keywords into a single AdGroup, group them into
"themes", and create an Ad Group for each theme. For example, let's say you
are a professional portrait and wedding photographer. In this case, you might
create two AdGroups, one for portrait photography and another for wedding
photography. Then, within each AdGroup, you can write one or more ads
targeted to the appropriate audience.

In your portrait AdGroup, you might create the following ad:

Fine portrait photography
Book your session with premier
Hollywood fashion photographer
www.abcphotostudio.com

While, in your wedding AdGroup, you might create this ad:

Glamorous Wedding Photos
Book premier Hollywood fashion
photographer for your wedding
www.abcphotostudio.com

In the portrait AdGroup, you'd buy keywords such as "portrait photographer" and
in the wedding AdGroup, you'd buy keywords such as "wedding photographer".
This way, when someone searches for "portrait photographer", they'll see an ad
that specifically addresses their needs.

If you offer wedding photography in Los Angeles and you also offer "travel
destination" wedding photography, you might decide to set up a "Los Angeles
Wedding" AdGroup and a "Destination Wedding" AdGroup, each with specifically
targeted ads. So, when someone searches for "destination wedding
photography", you can show them an ad that says you are available for
destination weddings. And, when they search for "wedding photographer Los
Angeles", your ad can mention Los Angeles.

Tip #5: Track each ad's conversion rates.
You can monitor conversion rates for each AdWords ad you run, regardless of
which AdGroup or Campaign it's in. As long as the headline (the first line of text
in each ad) is unique for each ad, you'll see a line item for each ad in the
AdWords Keywords report. (In the Traffic Sources navigation, click AdWords,
then AdWords Campaigns. From the AdWords Campaigns report, click one of

All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                11
the Campaigns in the table. The AdWords AdGroups report appears. Click one of
the AdGroups and the AdWords Keywords report appears.

In the table, look at the row labeled "content". The headline of each ad that
received clicks will appear. This report shows you the number of visits generated
by each ad, the average number of pages viewed per visit, and the conversion
rates for each of your goals.




All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                12
Appendix D. – Optimizing your AdWords ROI with Google
Analytics
* Taken from Google.com


If you buy keywords on Google AdWords, you'll want to focus your spending on
the keywords that drive the highest quality traffic to your site and provide the best
return for your business. By looking at a single report in Google Analytics, you
can see the ROI for each keyword you buy, spend confidently on the keywords
that perform, and drop the ones that don't. Here's how.

Link your AdWords account to your Google Analytics account.
Once you've linked your Google Analytics account to your AdWords account,
you'll begin to see your spending for each keyword, as well as other cost metrics,
appear in your Google Analytics reports. By linking the accounts, you've basically
allowed yourself to compare your keyword spending with what happens after
visitors click on your AdWords ads. Behind the scenes, Google Analytics starts
importing the clickthrough and spending data from your AdWords account while
tracking all the associated visitor activity.

So, if you haven't done so already, link your AdWords account to your Google
Analytics account now. It's also a good idea to make sure that autotagging has
been automatically enabled (more on autotagging). This allows each click on
your AdWords ads to be automatically associated with the appropriate keyword
and AdWords campaign.

One additional benefit of linking your accounts is that you can access Google
Analytics simply by clicking the Analytics tab in your AdWords account.

Do your goals have values?
Wait! Before you decide to skip this part because you don't sell anything, let me
remind you that this is an article on ROI. If your goals don't have values, you
won't be able to measure the return on your investment. Your investment is your
AdWords spending. So, where does your return come from?

Of course, if you have an e-commerce site, your return comes from your e-
commerce revenue. But, even if you don't have an e-commerce site, you can
probably come up with intelligent values for your goals. For example, if you know
that 1 out of every 100 PDF downloads results in a $500 sale, you can assign a
value of $5 to that PDF download.

If you haven't already assigned values to your goals or set up your e-commerce
shopping cart to report revenue, there’s a Help Center article to walk you through
the steps.

All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                13
Analyzing AdWords
The report for tracking keyword ROI is the AdWords Campaigns report in the
Traffic Sources section. Click one of the Campaigns that are listed in this report
to drill down and view the Ad Groups within the Campaign. The AdWords
AdGroups report will appear. Within this report, click one of the Ad Groups. The
AdWords Keywords report will appear. This report lists the keywords within the
Ad Group you selected. Finally, click the Clicks tab to see ROI metrics for the
keywords.

If you are not getting any cost data (i.e. if Cost is 0) make sure you've linked to
your AdWords account and that you've enabled autotagging. If Revenue is 0,
make sure that you've either set goal values or that you've enabled your
shopping cart reporting.

Which keywords lose money?
To identify the losing keywords, click the ROI column header twice so that the
lowest ROI keywords are at the top of the list. Do you have any -100% ROI
keywords? These are keywords on which you lost all of the money you spent.
But before you delete or pause any of these keywords in your AdWords account,
consider how much you spent and whether you have enough data yet to make a
decision. Very often, -100% ROI keywords are those that have only received a
few clicks. You might want to wait until you receive more than one or two clicks
on a keyword before you decide to cut it. And if you've only spent a few cents on
a keyword, it's probably worth waiting to see if the keyword pays off. But, if
you've received a large number of clicks and spent a significant amount of money
on the keyword, you'll be able to instantly increase your overall AdWords ROI by
deleting it.

An ROI of 0% means that you earned in revenue the same amount of money you
spent. An ROI of 100% means that you spent, say $5, and made $10. In other
words, you spent X and received 2X in revenue. It's not uncommon to get 300%
or 400% or even 1000% ROI. These kinds of numbers simply indicate that your
Revenue is many times greater than your Cost.

Short date ranges may obscure your true ROI.
Using the AdWords reports in Google Analytics can become addictive. Before
you know it, you’re checking the report every day or two and obsessing over
every little change in your keyword ROI. This is fine, as long as you step back to
gain perspective before making snap decisions. It’s generally not a good idea to
make keyword changes on the basis of a few days worth of data. You’ll make
better decisions if you also take into account your sales cycle and everything else
you know about the specifics of your business online.

Consider your return customers -- those that find you via an AdWords ad and
then return later to buy again. You’ll miss these repeat conversions if you set too
All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
                                                                                                                14
short of a date range. And, it may take a few days for many of your visitors to
become customers. By making snap decisions based on a date range that is
shorter than your sales cycle, you might actually lower your ROI.

Try out different date ranges and see how ROI is affected. Try the most recent
days, week, month, and then look at this year’s data. You’ll have more -- as well
as more interesting – information upon which to base your decisions.

How popular are my keywords and ads?
The Impressions column shows the number of times your ad was displayed. The
Clicks column shows the number of clicks the ad received and for which you
paid. CTR, or clickthrough rate, is the percentage of time that a searcher clicked
on the ad. These numbers give you a good idea of how frequently people search
on a particular keyword and, when presented with the search results, how likely
they are to click on your ad. If you want a higher clickthrough rate, you might
consider bidding for a higher position and/or rewriting your ad so that it is more
relevant to the searcher.

Which keywords drive revenue?
Click in the Revenue column header (you may have to click twice) so that the
highest revenue keywords are listed first. The high revenue keywords may or
may not be your highest ROI keywords. If your ROI shows that you are losing or
making no money on a high revenue keyword, you may wish to try lowering your
bid. Although you'll probably receive less traffic after lowering your bid and
probably decrease your revenue, the decrease in CPC (cost-per-click) will
increase your ROI.

Google Analytics is your feedback tool.
By keeping your eye on the AdWords reports, you'll be able to see how
effectively you are using AdWords to drive your bottom line. By making small
changes to the keywords you buy, the amount you bid, and your ad text, and
tracking the effect of these changes, you'll be able to optimize your AdWords
campaigns for maximum ROI.




All information disclosed is based on professional opinion by Dallas Trilogy, LLC DBA Dallas Partners. The opinion
expressed may change at any time and changes may not be reflected in this document. Results may vary. Do not copy,
print or distribute without the express written authorization of Dallas Partners.
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